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Case 9
Barnes & Noble College Bookstores
Case Objectives
1) To illustrate the importance of the effect of environmental factors on the behavior of
channel member.
Problem Situation
The B&N College chain, and more specifically, management at the university’s campus
bookstore, has been accused of seemingly abusing its power over a textbook publisher by taking
Teaching Suggestions
This is a case to which most students should relate to because the students comprise an important
component of the channel structure in the scenario. Students seem to have no problems
expressing their spirited opinions concerning the prices of college textbooks. An ideal way to
Case Discussion
This case is illustrative of the type of conflict that can occur between channel members. As such,
there is no easy or certain solution to the problem. From the publisher’s perspective, an attempt
should be made to have a more problem-solving approach to conflict in place for future
2
When considering environmental factors, the changing demographic factors are an example of
sociocultural influences. In addition, students may identify economic factors such as the
economy as a secondary influence when attempting to predict the demand for textbooks. The
competitive environment, however, may be the major influence since vertical competition
between McGraw-Hill and B&N College (and its used book division) is more evident today than
in past years.