A Case Analysis
Harlequin Enterprises is a Toronto based publishing company that specializes in series romance and women’s fiction novels. It began operations in 1949 and through its revolutionary approach of a packaged, consumer goods strategy to publishing, and the acquisition of UK based Mills & Boon, the company by 1970’s had become the largest publisher of women’s fiction in the world. The company dominates the marketplace in series romance and offered various lines for the readers. The company now wishes to invest in the single-title books marketplace. The project has been tentatively named MIRA. The initial research conducted has indicated that ...