What theory did you just use: Amazon’s new bookstore
the Forum at HBS
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Actually i think it’s not that complicated. There are existing book stores(which already serve customers with jobs to be done), most of them are probably not accessible to Amazon’s publishing arm — and this limits Amazon’s publishing arm’s reach to successful authors.

So Amazon is trying to solve this problem, and their preferred scenario is to frighten other book stores into submission.

And if this fails(but the store format succeeds), i’m not even sure they’ll start building stores, more likely they’ll package it up as a franchise opportunity.