an online bookseller goes on and creates a new offering allowing buyers to read extracts from books they are interested in to increase purchase. the stupid publishers instead of providing the most interesting 5 pages of their books cut costs (and time for scanning) and start providing the first 5 pages of their books. So, 9 out of 10 books I land up at amazon have extracts of their ‘Introduction’ chapters provided – perhaps the most boring and least read part of books.
Can innovations really succeed without aligning behavior of BOTH consumers & providers. Everyone focuses on consumer behavior, but in these times of online intermediation providing unrestricted access, isn’t provider behavior management equally important?
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