Marketing Feasibility Study for Creating a Home-Based Publishing Business.

摘要

Technology has significantly changed the print publishing industry. Online publishing, self-publishing, and digital technology have simplified the creation, printing, marketing and distribution of various types of books (Hetherington, 2014). These technology changes have created opportunities and challenges for individuals and small businesses entering the publishing market. This study explores the feasibility of entering the book publishing market with a word game product. Results from a literature review, in-person interviews, and an external environmental scan are applied to Porter's (1980) five forces model as the framework for identifying and analyzing competitive forces within the word game publishing industry. Results from this research are used to determine whether or not it is feasible to create a home-based publishing business for entry into the word game market.