Mercado de livros no Brasil pela ótica da Organização Industrial

Abstract

The present work addresses a theme that is based on the importance of the book market, a good that has existed for a long time and is not obsolete. As the book is the object of a fundamental source of education and intellectual growth in contributing to the development of human capital, its market has a significant role in educational, cultural, human, social and economic development in such a way that the good under study helps to reduce social inequality. Given the existing rivalry in the current context in relation to other modern goods, this work intends to understand the current structure of the printed book market, that is, what is the nature of the competition that is established in the book market. Analyzing, thus, the book market in Brazil in order to indicate the main economic-productive transformations in the segments of the sector as a result of technological advances. Through a bibliographic dialectical methodology, the structure-conduct-performance paradigm is adopted, which seeks to systematize the way in which firms seek to act strategically according to the tools of the Industrial Organization, bringing a little of each item of the paradigm, in addition to presenting a little of the history of the book and its market in Brazil. Regarding the structure, the concentration of market shares was worked on (through indices such as RC, HHI and ET), as well as mergers and acquisitions in related sectors. With regard to the conduct of firms, the price and innovation strategy was presented as possible strategic actions that allow firms to increase their market share. With regard to performance, the performance of the book market in relation to production and sales, and retail sales were addressed. The work is limited in relation to the data as a whole, in view of the difficulty of providing them by the companies, as well as with regard to the deepening of the study in: growth strategies; advertising and publicity strategies; investment and research and development; and regulation of government policies for the sector. According to the study, it was found that the book market is characterized as monopolistic competition, and its evolution has been increasing so that it follows the technologies in the most diverse branches.