A research report submitted to the Faculty of Humanities, School of Literature, Language and Media in partial fulfilment of the requirements for the degree of M.A Publishing Studies at the University of the Witwatersrand, 2016 / The purpose of this study is to investigate the current marketing capabilities of trade book publishers in South Africa. In addition, this study ascertains how these marketing capabilities impact on trade book publishers' sales and brand performance. There are currently several gaps in the literature on both marketing capabilities within the global publishing industry as well as gaps in the literature on the South African trade publishing industry. The main research problem is the lack of understanding of the marketing capabilities of trade book publishers in South Africa and how these capabilities can impact on the sales performance of these trade book publishers. This study is a qualitative, case study that examined four marketing capabilities within trade publishing houses in South Africa. Four propositions (on marketing communications, pricing, product innovation and channel management) were developed and tested in the study. The Resource-based view (RBV) theory as the main theoretical lens for this study is examined. The research was gathered through interviews over a 2 month period that were conducted at the publishers’ offices. 5 publishing companies took part in the study and a total of 15 interviews were conducted. The interviews were recorded and then transcribed. The transcriptions were loaded on to an analysis software tool called MaxQDA which allowed easy analysis by the researcher. All four propositions established were supported by the research. These marketing capabilities exist within all five trade publishing houses but that they are not being utilised as they should be. There is definite room for improvement in the publishing industr. The most significant capability for the trade publishing industry is the marketing communications capability as this is the most widely used. The originality of this research is that it is a case study in South African trade publishing houses and that it is looking at the marketing capabilities of trade publishing houses through the RBV approach. The implications for the industry are mostly in-house implication as the models generated require an organizational change within the publishing houses. Limitations of this study as well as suggestions for future research are outlined in this study. / GR2017

Thesis (MBA)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: The buying and reading patterns of book lovers have changed dramatically over the past decade. The effects of a shrinking reading market are far-reaching: tough(er) competition not only affects the profitability of the industry, but also places increasing pressure on sustainable growth over the long tenm. Hence the aim of this investigation: (0 identify publishing strategies that could counter these tendencie. .. - with reference to a study comparing the situation in the Netherlands and in South Africa. Michael E. Porter's model offers a useful framework for the critical assessment of international patterns in the publishing world. Changing client needs result in books competing all the more intensely with other forms of entertainment for disposable rands. However, in this struggle for survival the inherent value of books is being destroyed by too low profit margins. Porter's model also fits local tendencies, such as stiffer competition from overseas role players for whom geographical expansion to developing countries is the only way to attain and keep market share. An analysis of the Dutch industry presents three strategic choices: market domination, variety-based positioning or needs-based positioning. Within the context of the South African industry the conclusions of this study could find valuable applications, especially for the publishers in the NB group: • Market domination is not a viable strategy for a local publisher in South Africa. The competition offered by imported books (with a market share of 73%) is too strong. • Radical technological development demands a multi-media approach. Although the success of this strategy has not been adequately demonstrated, large-scale investment by new ventures in the Dutch industry underlines the necessity to investigate possibilities. • Although NB Publishers have lead the Afrikaans niche market with literature of high quality for decades, this segment is threatened by the increasingly important role of English, as well as the wide variety of world literature available in local bookshops. Moreover, profit from the Afrikaans niche market is being further eroded by foreign publishers establishing local imprints in South Africa and luring top writers. IT NB Publishers wish to maintain the lead in this market segment, they have to implement a strategy that not only guarantees quality, but manages to draw and keep the best writers and editors. Further hereto, specific actions need to be launched to develop the Afrikaans niche market. • In the relatively small South African market focus on future growth is essential. This given demands by implication a strategy that develops the underutilized potential of the black middle class. • All leading publishers in South Africa have a social responsibility to promote the reading, writing and availability of books, and strategies to this effect need to be coordinated with those of the Government. / AFRIKAANSE OPSOMMING: Boekliefhebbers se koop- en leespatrone het in die afgelope dekade dramaties verander. Die gevolge wat 'n krimpende lesersmark inhou, is verreikend: Strawwe(r) mededinging beinvloed nie net die winsgewendheid van die industrie nie, maar plaas ook toenemend druk op langtermynvooruitsigte van volhoubare groei. Daarom wil hierdie ondersoek - aan die hand van 'n vergelykende studie tussen Nederland en Suid-Afrika - uitgewerstrategiee vind wat hierdie tendense kan teewerk. Michael E. Porter se model bied 'n handige raamwerk waarbinne internasionale patrone in die uitgewerswereld krities beskou kan word, o.m. klantbehoeftes wat verander sodat boeke al sterker moet meeding om besteebare rande naas ander vorme van vermaak, terwyl die inherente waarde van boeke in 'n stryd om oorlewing vernietig word deur te lae pryspunte. Ook plaaslike tendense pas binne hierdie model, byvoorbeeld strawwer mededinging van oorsese rolspelers vir wie geografiese uitbreiding na ontwikkelende lande die enigste manier is om markaandeel te wen en te behou. 'n Analise van die Nederlandse industrie bring drie strategiese keuses na vore: markdominansie, variteit-gebaseerde, of behoefte-gebaseerde posisionering. Gevolgtrekkings uit die ondersoek kan - binne die konteks van die Suid-Afrikaanse bedryfsomgewing - waardevolle toepassings vind, veral by die NB-Uitgewersgroep: • Markdominansie is geen strategiese koers vir 'n plaaslike uitgewer in Suid-Afrika nie. Die mededinging van ingevoerde boeke (met 'n markaandeel van 73%) is te sterk. • Ingrypende tegnologiese ontwikkelinge vereis 'n multi-mediale aanpak. Hoewel die sukses van hierdie strategiese keuse nog nie genoegsaam bewys is nie, beklemtoon grootskaalse beleggings deur nuwe ondernemings in die Nederlandse industrie die noodsaak om moontlikhede te ondersoek. • Alhoewel NB-Uitgewers vir dekades in die Afrikaanse nismark die markleier was met literatuur van hoë gehalte, word hierdie segment bedreig deur die rol van Engels wat toenemend belangriker word, asook die wye verskeidenheid van wereldliteratuur wat in plaaslike boekwinkels beskikbaar is. Daarby word wins uit die Afrikaanse nismark verder weggekalwe deurdat buitelandse uitgewers plaaslike drukname in Suid-Afrika vestig en topskrywers wegrokkel. lndien NB-Uitgewers steeds die voortou wil neern in hierdie marksegment, moet 'n strategie geimplementeer word wat nie net gehalte waarborg nie, maar ook topskrywers en redaksionele talent werf en behou. In aansluiting hierby moet spesifieke aksies geloods word om Afrikaans as nismark uit te bou. • In die relatief klein Suid-Afrikaanse mark is 'n gerigtheid op toekomstige groei noodsaaklik. By implikasie vra hierdie gegewe om 'n strategie waarin die onbenutte potensiaal van die swart middelklas ontgin kan word. • Alle leidende uitgewers in Suid-Afrika het 'n sosiale verantwoordelikheid om lees, skryf en die beskikbaarheid van boeke te bevorder, en hierdie strategiee behoort met die van die regering gekoordineer te word.

While 'book hunger' in Third World societies was regarded by a 'first generation' of theorists, working in the modernization/diffusion of innovation paradigm, as a cause of underdevelopment (and thus requiring the correction of problems relating to the undersupply of books to Third World countries by means of book aid policies, transfer of expertise and technology, and development of modern (western) publishing and distribution procedures and infrastructures), a 'second generation' of theorists working in the dependency/disassociation paradigm responded by insisting that 'book hunger' was an effect of the underdevelopment of peripheral economies, and a symptom of the debilitating cultural effects of the global economic order, with its skewed international distribution of knowledge, resources and capital. In recent approaches to the topic of 'book hunger' (which are wary of the sweeping dichotomies of dependency theory), 'book hunger' serves to describe a chronic shortage of books which results from complex structural inequities and antagonisms, from the distorting effects of global rationalization, as well as from local economic arrangements and policy mechanisms which do not adequately meet the knowledge and information needs of competing local cultural formations. 'Book hunger' is seen to derive from a range of causes, and to produce a range of effects, which correspond to the varying needs, resources, and conditions operative in - and the cultural media and knowledge infrastructures available within specific societies. Obviously, 'book hunger' is rooted to a considerable degree in the specific historical configurations and socioeconomic circumstances of specific countries. An understanding of complex, globally-interlinked socio-cultural, political and economic structures and practices is thus crucial to understanding 'book hunger' in South Africa. A survey of global and local environments within which scholarly books are produced and circulated - including South African distribution systems and knowledge dissemination networks - makes it possible to sketch an approach to South Africa's own 'book hunger:' which is sensitive to the complexity and the specificity of conditions in the local booktrade, and which is able to contribute to the complex debates on local knowledge infrastructures, strategies for book development and new forms of distribution which are now beginning to take place in South Africa. / Thesis (M.A.)-University of Natal, 1994.