Borders' Ambitious E-Books Plan

July 2010
Book Publishing Report;Jul2010, Vol. 35 Issue 7, p1
Trade Publication
The article focuses on the plan of Borders Group Inc. to increase its market share for its electronic books business. It says that Borders Group Inc. enhanced their advantage in the competition of selling the electronic book reader Kobo eReader by giving 20 U.S. dollars gift certificate to the buyers. It notes that Mike Edwards, chief executive officer (CEO) of Borders Inc., set the goal of 17% market share in 12 moths for the company's branded e-bookstore announced on July 7, 2010 .


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