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Change & innovation - Change Innovation ROBERT MCGILL...

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Change & Innovation ROBERT MCGILL BA 420 Organizational Behavior 18 April 2011 Change & Innovation
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No organization in the past 100 years has faced as great a change as has the print industry.  In the last 5  years, the print industry has been revolutionized by the advent of the electronic reader.  More and more  consumers are opting to go with an electronic reader rather than purchase a paper, bound book that is more  cumbersome.  There is also a large number of consumers who are electing the e-reader format for  environmental reasons. Amazon.com, one of the nation’s largest book sellers, has determined to be a leading agent in this change of  paradigm in the industry.  Amazon.com has spent millions of dollars developing the leading e-reader in the  business.  Amazon.com has reportedly sold up to 2.5 Million Kindles (WWW.macdailynews.com, 2010) which  account for over 55% of the market share of e-readers.  The company has reportedly sold over $750 million in 
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