Interplay between Technology and Meaning: An Exploration of Taiwan's Bookstore.

Amazon has been impacting many physical retail bookstores and bringing a whole new business horizon. This research systematically attempts to the analysis of activity theory and scene creation to enrich design-driven innovation to help small and medium-sized physical bookstores in Taiwan face the double attack of virtual channels and large bookstore chains. Researchers explore the innovation strategy of Taiwan bookstores-Bleu & Book, which creatively constitute the location space and scene to articulate their bookstore into different styles and meaning embedded. In this case analysis, activity theory and scene creation can help the physical channel firm to know how to utilize the design-driven innovation to create their business activity and make a competitive advantage for themselves. [ABSTRACT FROM AUTHOR]