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Question: Anayse the Case-The Random House Response to the Kindle. Answer: Introduction Book publishing industry constituted a large industry that was subjected to threat in Christmas 2009 with introduction of Kindle(Anand, 2011). Revolution of digital format in book reading techniques and methods with announcement of Amazons electronic reading formats overnight changed the entire business of book publishing companies. The innovation though started by Amazon was subsequently followed by a companies as Apple that looked onto new segment for devising products strategies. The scope of the above innovation is analysed in this case analysis to provide more detailed attributes regarding the same. Case Analysis Bok publishing industry involved a number of participants who made profits from selling of books. It involved printer, wholesaler, retailer, distributor along with several other participants as well. With introduction of ebooks prices of such books went down substantially. Kindle by Amazon was a Digital Disruption strategy that aimed to change the entire methods used in reading books. The entire value chain and profitability of the book publishing industry had to undergo a revolution in order to accommodate the change. Jeff Bezos ordered a number of ebooks from various publishing companies but at lower prices. Amazon was primarily a book selling company that forayed into retailing business some time ago. Kindle was an extension of the already existing business of Amazon and to provide customer delight(PETZOLD, 2008). With this type of innovation, Amazon was able to restructure and revolutionize the entire book publishing industry. Kindle was unlike any other innovation that had an evolution. It allowed its customers with the feeling of holding book in their hands. It also continued to purchasing books and updating their stock similar ways that it earlier did business. Though Kindle is a risky idea as Amazon tried to popularize the only idea of e-books but its brand name allowed to establish itself. Through calculated risks taking, it devised a new segment of the market from its incubator of innovation. Amazon did not sacrifice on its Cash Cows by stopping innovation. Rather it increased a product line to enhance ranking from existing customer base. It was not an incremental improvisation rather a new technique to re-establish its market dominance. E-books had been in existence for quite some time but it has adoption attribute to make an old idea new again. Amazon made its customers look at a e-book reading in a new format by providing convenience(Loebbecke, 2010). This business strategy of Amazon proved to be a powerful idea to attract people and recapture benefits. Similar innovations had earlier been done as Apple to its music, Ebay did to its auction. Product Lifecycle Analysis of Kindle depicts a rather long curve starting with launching of the product. Though the Kindle does not look attractive as the iPhone but its a product that can provide its user value. It provides its customers access to 80,000 odd books within touch of a finger. Aesthetic proposition is not a component for Amazon rather catering to its basic functionality is the primary concern. Innovative Strategy of Amazon proves that its not a new gizmo, but rather makes millions of books available to customers on the touch of a finger. Amazon believed that they wanted to sell a solution rather than an aesthetic product. Its performance and customer satisfaction has been rated better PDA and laptops. The launch time for the product was also perfect as it was offered during Christmas and could be presented as a Christmas gift. It allowed customers right frame of mind to purchase the product, hence timing greatly influenced the products success. Conclusion Analysing innovative strategy of Amazon it can be said that it was not an overnight revolution of products rather gradual. Amazon plans to introduce and add books gradually in Kindle allowing greater access to its readers. Amazon ordered a number of books to be made available online but that innovative process was more progressive in nature. The innovation left several book publishers rather in a state of anguish at they were at a loss of devising strategy that could meet the challenge. The innovation had rapidly transformed the entire experience of book reading and allowed Amazon with an opportunity to provide interaction with its own products to customers. This innovation was an extension of Amazon with its products in the market to build greater brand name rather than popularizing itself through its regular bestsellers. Reference Lists Anand, B. N. (2011). The Random House Response to the Kindle. addition to examining changes within this particular industry, the case is useful to highlight certain general issues involved in any corporate strategic change process, particularly: understanding the impact of e. Loebbecke, C. S. (2010). Innovating for the mobile end-user market: Amazon's Kindle 2 strategy as emerging business model. In Mobile Business and 2010 Ninth Global Mobility Roundtable (ICMB-GMR). 2010 Ninth International Conference on (pp. 51-57). IEEE. PETZOLD, N. J. (2008). Hybrid Value Creation as a strategic response to Disruptive Change. The case of Amazons Kindle. Managing Disruption and Destabilisation