The role of information technology in the evolution of the global book selling industry and its approaches to promoting Iranian bookselling businesses (Amazon and Taghche case study)

Although a printed book today looks very much like a book bought decades ago, a storm of change has affected the entire market and its actors. Businesses are increasingly affected by changing forces such as globalization, industrial integration and, of course, technology, and for years a newcomer called e-commerce has been performing in almost every market in the world. Meanwhile, some industries such as book retail have also been affected by changing customer buying behaviors that expect not only higher quality but also responsive services. This study first introduces and mentions the history of the book industry at the international level and then examines how information technology affects the publication and distribution of books, as well as the differences between the e-business models compared to the traditional method will be discussed. In addition, income changes in the traditional and digital model are discussed. The proposed business for this research is Amazon in the international industry and Taghche in the domestic market. Therefore, companies will be introduced and their business model and environment, their success and failure factors will be examined, and finally, selected businesses will be compared and suggestions will be made to expand the business idea and the future of this industry, especially considering the impact of technology.