Catching the Audiowave: A study on the audiobook's effect on Swedish publishing houses

Abstract: Through a qualitative study, this thesis aims to investigate how Swedish publishers have managed the adoption of the disruptive audiobook innovation. Semi-structured interviews were held with nine managers in Swedish publishing houses. The theory on Disruptive Technology, complemented by Institutional Logics, Isomorphism and Legitimacy, served as a basis for an analysis of the perceptions of the interviewees. Though facing different obstacles, Swedish publishing houses have done a good job managing the adoption of the audiobook. The analysis showed that the fit of the audiobook innovation with publishers' values on acceptable size has been improved, and that the margins remain acceptable, to a point where audiobooks are now a sustaining innovation. Additionally, divergence in institutional logics was found, some adhered to a commercial logic while others followed a higher purpose logic. Those employing a higher purpose logic evaluate the fit with an additional value, resulting in an amendment to the disruptive technology theory. The additional value offers another adoption obstacle for these publishers, however the analysis indicates they too have managed to turn the audiobook innovation from disruptive to sustaining. This has been achieved by using a number of legitimating strategies. Publishers have also increasingly improved their processes to fit with audiobooks. The findings of this thesis contribute further insights for organizations where managers are evaluated on more objectives than profitability.