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Case 4 One interesting aspect of distribution channels occurs when a retailer, in this case, Amazon, integrates backwards with the intent of attracting suppliers (authors with brand names?) and the expectation of utilizing other outlets (traditional bookstores) for full distribution of its products. In this case, the largest traditional bookstore chain, which also has a significant online business, has decided not to stock Amazon's products in the hope of discouraging authors from signing publication contracts with Amazon. Effective distribution channels call for vertical cooperation, here among authors and their agents, publishers, and retail outlets. But vertical integration invites conflicts. These articles also relate to recent developments in book retailing: Bosman (2012). The bookstore's last stand. New York Times (January 28). Available 5/5/12 through ProQuest database. Haq, Husna (2012). Barnes & Noble refuses to sell Amazon-published books. Christian Science Monitor (February 1). Accessed 5/5/12 at http://www.csmonitor.com/Books/chapter-and-verse/2012/0201/Barnes-Noble-refuses-to-sell-Amazon-published-books Turner, Kris (2012). Independent retailers [bookstores] turn page on business. Toledo Blade (February 5). Accessed 5/5/12 at http://www.toledoblade.com/Retail/2012/02/05/Independent-retailers-turn-page-on-business.html Your assignment: Develop a report with a brief introduction, using the items below as subheadings, closing with a brief concluding comment. Looking at BACKGROUND4, as well as what you learned in Modules 1, 2, and 3, follow these directives and answer these questions: Briefly review the facts reported in the article. Was Amazon wise to get into publishing in addition to its very strong position in retailing new and used books? Explain your answer. If you were a popular author of children's fiction (with a successful past relationship with a traditional publisher) and your agent (another member of the book publishing channel) asked you whether to approach Amazon regarding the publication of your latest project, what would you say? Why? Would it matter if you were working on your first book and had no previous relationship with an editor or publisher? If "yes." why would this make a difference? In your judgment, do you think that either Amazon or Barnes & Noble are likely to change the strategic decisions reported in this article? Why? Submit your 750-1000 word CASE4 to Coursenet. Expectations with regard to your References and Defense of Your Positions To make it easier for you instructor to grade your paper, it is expected that you will use the above directives and/or questions as titles placing your responses to those directives and/or questions below each. It is expected that you will back up your positions or opinions with references to the required readings found in Background1-2-3-4 and Ongoing Useful Resources. In using those references, it is expected that you will demonstrate your understanding of the concepts presented. Therefore, rather than grade on how much information you find about the product that is the subject of CASE4; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above directives and questions. In effect, you are expected to write clearly, simply and logically. And, in terms of that logic, remember that: (1) the "why" is more important than the "what," and (2) the defense of your positions on the issues is more important than the positions you take.. It is expected that you will NOT repeat or quote definitions. Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings. It is expected that you will not include definitions or summaries of the readings. It is also expected that you will not describe what the company did. Instead, your responses to the Questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers about targeting will not earn a good grade. It is expected that you will avoid redundancy and general statements such as "All organizations exist to make a profit." It is expected that you will make every sentence count. It is expected that you will paraphrase the facts you find into your own words and ideas. In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be not much longer than 5 words. It is expected that when you write an academically-oriented paper of this type, much of the information you uncover will be facts about the product. Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper. Guidelines for handling quoted and paraphrased material, are found at Guidelines for handling quoted and paraphrased material, are found at Author Unknown (ND) Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at http://owl.english.purdue.edu/owl/ Author Unknown (ND) Quoting, Paraphrasing, and Summarizing. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at http://owl.english.purdue.edu/owl/resource/589/01/ Author Unknown (ND) Avoiding Plagiarism. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at http://owl.english.purdue.edu/owl/resource/589/1/ It is expected that since your papers are arguments in favor of your opinions or positions on the issues addressed by the directives and/or questions, you will avoid the following logical fallacies in your arguments. Author Unknown (ND) Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at http://owl.english.purdue.edu/owl/ Author Unknown (ND) Logic in Argumentative Writing. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at http://owl.english.purdue.edu/owl/resource/659/03/ It is also expected that, excluding title pages and references, your paper will be 750-1000 words long. Please use black Verdana or Times Roman type with 14pt as your font size. Please double space or use double space between paragraphs.