Why Did Borders Fail? :: Podcast
Marketing professor Aradhna Krishna weighs in on bookseller’s bankruptcy.
ANN ARBOR, Mich.—Now that Borders has announced it will liquidate its assets and close its remaining 399 stores, industry observers are speculating about the long-term impact on authors, consumers, and the bookseller’s competitors. In this podcast, Aradhna Krishna, Dwight F. Benton Professor of Marketing, retraces the company’s steps leading to its ultimate downfall. Management’s inability to forecast trends, such as online sales and e-readers, and its slow reaction time to changes in consumer behavior played a critical part in the organization’s demise, she says.
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