The case questions guide the student through the value chain analysis identified above.

1. Draw a diagram that illustrates the textbook supply chain from the publishers' point of view.

2. Who are the various customers for textbooks? What do these customers want in terms of goods and services related to textbooks? From the publisher's point of view, who is the critical customer?

3. Who are the major players in the supply chain? What operational roles do they play in terms of creating value for the critical customers?

4. Given the anticipated changes in the market and in product and process technologies, how do you envision each supply chain player's role changing in the future?

5. What advice would you give to Dave Eisenhart regarding long-term operational changes the firm should consider?