Case 3 - Harlequin Enterprises PDF

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Case 3 - Harlequin Enterprise: The MIRA Decision Who is Harlequin’s series customer and what value does Harlequin’s product create for them? Harlequin’s series books are developed within specific parameters to provide their loyal customer base a product that is both consistent and valuable. Harlequin has established their place in the women’s romance fiction market by producing series that are both diverse and that fall within these parameters to ensure success. Harlequin’s product is valued among its customer base because of its great value as well as the high quality of work by the authors.

Where in its series value chain does Harlequin create unique value? Upon analyzing Harlequin’s value chain, the strongest areas seem to be their network of authors and brand loyalty. Authors are attracted to Harlequin and inspired to write for them due to their dominance in the marketplace and its consistency and profitability. Other publishers trying to sign an author would be hard pressed to convince them that their smaller network that doesn’t hold a large portion of the market would be a better option. They are consistent with regards to the quality of the work they produce, which ensures profitability. Customers know what they are buying when they see a Harlequin symbol on a book. They can be confident that any Harlequin produced work would be up to the usual standards they expect from the company, and the low cost compared to its competitors tip the scales in their favor.

Series romance fiction is one of the most profitable areas of book publishing. Why is it so difficult for direct competitors to imitate or replicate Harlequin’s success? What are the key differences and similarities between the series romance business and the traditional single-title fiction business?

It is difficult for direct competitors to replicate Harlequin’s success because the word “Harlequin” has become a symbol for romance. Throughout the years, they have become the leader of women’s series romance fiction, with books published in numerous languages and sold in many international markets.

What does Harlequin bring to the single-title business? Harlequin brings an impressive reputation and loyal fan base to the single-title business, which could be a sign of success if they choose to emerge into this new market. Harlequin also has a large pool of talented authors as its disposal, and that talent can be used to emerge into the single-title business. There may also have been authors that have left Harlequin in the past in pursuit of a career in the single-title romance business, and Harlequin may now be able to lure them back if they go in that direction.

Is the profit potential in single-title business similar to, or different from, the series business? Single-title novels have grown in popularity while series romance has stalled considerably. Harlequin’s strategic position is being threatened by the popularity of single-title romance novels compared to the series novels they currently produce on a large scale.

Should Harlequin enter the single-title market? Why, or why not? If so, how? Harlequin should enter the single-title market by capitalizing on the success of their authors and popular series. They would be strong competitors in this market, and have the potential to generate large profits....