Det nya bokförlaget
Att skapa en roll på marknaden
As more and more book publishers are starting up in Sweden, despite of tough competition, this thesis aims to understand the necessary resources required by new publishing houses in order to create a long-term role on the national publishing market. This is a market characterized by a high level of cultural interests, where success is not always measured in economic profit. Four new publishing houses have been chosen, whose start-up phases and entry processes are described in order to determine what factors have been essential in creating a role. In addition, relevant actors such as other publishers, distributors, and retailers have been interviewed with the purpose of acquiring the complete picture of how the new publishers? can create a role within the industry. We have identified the following three key internal resources, which we term Entry Resources, of which a new publisher must possess at least one in order to create a role: 1) A defined niche or 2a) Trust ? pertaining to respected authors or editors, and 2b) Trust ?pertaining to the personal qualities of the entrepreneur. These Entry Resources permit the new publisher to establish relationships with selling authors and bookstore chains, relationships that in turn give access to the external resources necessecary in the process of creating a long-term role on the market.