Publishing Research Quarterly

, Volume 35, Issue 1, pp 108–121 | Cite as

Omnichannel and Digital-Only: Analyzing Digital Bookselling Operations in Four Norwegian Bookstores

  • Cathrine T. PettersenEmail author
  • Terje Colbjørnsen


Adapting to the digital age is a challenge for booksellers, resulting in paradoxical practices of providing digital books through brick-and-mortar stores, but also spurring innovations in the book trade. This article examines the digital operations of four Norwegian booksellers, looking specifically at how the combined forces of digitalization, internationalization and industry regulations affect their operations. Based on research interviews and business statistics, the paper finds that two of the selected booksellers represent an omnichannel business model, which includes seeking strategic benefits by combining digital and physical operations. The other two have a digital-only business model, offering digital content in novel ways, but struggling somewhat to gain the full advantage of their approach due to industry competition and regulatory hindrances.


Bookselling Digitalization Internationalization Omnichannel Streaming 



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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2018

Authors and Affiliations

  1. 1.OsloNorway
  2. 2.Department of Archivistics, Library and Information ScienceOslo Metropolitan UniversityOsloNorway

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