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Organizing Functions of Management Relating to
Knowledge and Technology as Organizational Resources
Organizational Resources
Tim Crawford
University of Phoenix
Business Management
330
May 11, 2010

Organizing Functions of Management Relating to
Knowledge and Technology as Organizational Resources

Barnes and Noble was recently cited as the nation’s top bookseller brand for the seventh year in a row and is also rated number two in trust among retailers for the second year in a row. It has also earned a 100% rating in the 2009 Corporate Equality Index, an annual survey administered by the Human Rights Campaign Foundation. Barnes and Noble hosts to 200,000 community events every year (Barnes & Noble, 2010). According to Thomas S. Bateman, organizing is assembling and coordinating the human, financial, physical, informational, and other resources needed to achieve goals
Organizing include attracting people to the organization, specifying job responsibilities, grouping jobs into working units, allocating necessary resources, and creating conditions so that people and work together to achieve maximum success (Thomas S. Bateman, 2009). Leonard Riggio, the company's chairman, knew that to arrive at where he wanted to go with his growing company, technology would have to play a role in getting to the point he wanted to go. Barnes and Noble superstores have become the information piazzas of America. Riggio has become known for his innovative ideas using technology as a major tool to build his company in what it is today. The Barnes and Noble operation is a fully operational multi-channel business that has embraced technology. The company has a national retail presence from the east coast to the west coast as well as possessing an online subsidiary becoming a leader in innovations in the book retailing world. It also has expanded its distribution to selling its books and its retail products it offers by using its self-publishing program. Before Barnes & Noble’s website, books were sold directly to its customers through its mail-order catalogs. It began selling books online in the late 1980s, but the company’s website was not actually launched until May 1997. The site now carries well over one million titles. It has evolved into offering its books to their Nook™, its eBook Reader, using LendMe™ technology that allows readers to lend eBooks, and use Wi-Fi to access more than one million eBooks, newspapers, and magazines. Barnes & Noble, Inc. pushed toward further advancements for eBook distribution by joining forces to standardize eBook formats and collaborating on content protection standard based on Adobe and Barnes & Noble technology. This collaboration made Barnes & Noble the top portable and compatible eBookstore, and provided its customers of Nook™ as well as users of the Barnes & Noble eReader software for iPhone, PCs, BlackBerry and other smart phones the ability to access digital content from thousands of content providers protected with Adobe technology (Adobe, 2009). Barnes & Noble is adopting Adobe Content Server, a server software solution that copy will protect eBooks downloaded to Nook™, various mobile phone applications and an array of dedicated eBook reading devices that have also integrated the Adobe Reader Mobile. Additionally, Adobe is integrating Barnes & Noble’s eReader social content protection technology into its Adobe Content Server, the Adobe Reader Mobile SDK and eventually, into Adobe Digital Editions (Adobe, 2009). Barnes & Noble’s online channel, Barnes & Noble.com, offers one of the largest inventories of in-print book titles in-stock along with offering over a million book titles for an immediate delivery to its customers, also around about 30 million books from the company’s national network of out-of-print, rare and used book dealers. Teaming up with other leaders in the technology arena is a key management decision. Using other companies’ expertise in different areas of technology helped Barnes & Noble become innovative in its marketing and sales of its different product it sells. Barnes & Noble conducts its online business through its website Barnes & Noble.com, which offers direct home delivery of millions of books, music CD’s, and DVDs. The company sells eBooks and digital content from its website and from a wide range of platforms, including the iPhone, iPod touch and Smartphone’s. Barnes & Noble experimented with book selling online in Trintex, a joint venture between Sears and IBM. Later, it began selling books on CompuServe and later opened a full-fledged book superstore on America Online in March 1997 (Barnes & Noble, 2010). Another company, Samsung, teamed up with Barnes & Noble to provide its eBook readers a multitude of eBooks available on the B&N bookstores. The Samsung eBook reader allows users to listen to downloaded audio books, podcasts and other audio files from the Barnes & Noble eBookstore, as well. Barnes and Noble have maximized and integrated technology successfully as much as any company in America. Having the products and services within its BarnesandNoble.com website and allowing the consumer to access those products as easily as he or she can with groundbreaking electronic tools, has made the company one of the most user-friendly companies in America. With the innovative ideas that helped usher in the technology used by the company, Barnes and Noble have become the leader in the super bookstore arena. The company’s eBook Reader won the Best New Gadget in TechCrunch’s 2009 “Crunchies Awards,” an honor that was previously won by the Apple iPhone and iPhone 3G in 2007 and 2008, respectively. Barnes and Noble hired technology people such as William J. Lynch, Jr. to be Chief Executive Officer for BarnesandNoble.com. Mr. Lynch joined Barnes & Noble from Home Shopping Network Inc., the online, catalog, and TV retailer. At the Home Shopping Network, Mr. Lynch was the vice president of marketing and general manager of HSN.com, the retailer’s e-commerce unit (Retailer, 2009).
Mr. Lynch was also the chief executive officer and co-founder of Gifts.com. Other positions he served in was vice president and general manager of e-commerce for Palm Inc. As vice president for Palm, Inc., he oversaw Palm’s websites, including Palm.com, the Palm Online Store, the Palm Software Connection and the Palm.Net wireless ISP. He also in the past worked in management for Seagram Universal and Guinness (Retailer, 2009). Mr. Lynch has also successfully managed and developed both a technology start-up company and run large e-commerce organizations. Barnes and Nobles’ ability to hire people with experience in e-Commerce product development, company brand marketing, specialty relationship marketing as well as direct marketing, has made the company the leader of its industry. The time before Mr. Lynch was awarded the chief executive officer position of BarnesandNoble.com, Marie J. Toulantis was chief executive officer of that division. Under Ms. Toulantis, BarnesandNoble.com attracted millions of visitors monthly and generated annual sales in excess of $425 million. Ms. Toulantis was responsible for making the division an important strategic component of Barnes & Noble, Inc. She was also responsible for the division serving as a broadcast channel for the BarnesandNoble.com brand, helping it provide customers with an alternative way to interact with the company as well as creating systems that supported a variety of innovative corporate-wide initiatives (Business, 2007). With a history of hiring people who understood technology and how it could help make the company provide its services in the fastest and most effective way, Barnes and Noble, Inc. continues to develop a digital strategy serving as a laboratory that reveals the undercurrents of demand in the bookstore industry.

References Cited

Adobe.com (2009, October 20). Adobe and Barnes & Noble Join Forces to Standardize eBook Technology. Retrieved May 11, 2010, from Adobe.com:

http://www.adobe.com/aboutadobe/pressroom/pressreleases/200910/AdobeandBarnesNobleJoinForcestoStandardizeeBookTechnology.html

Barnes and Noble (2010). Retrieved May 11, 2010, from BarnesandNoble.com: www.BarnesandNoble.com/aboutus

Business, L. S. (2007, February 23). 14th Annual Lubin Alumni Achievement Award honoree. Retrieved May 11, 2010, from Pace.edu: http://www.pace.edu/page.cfm?doc_id=22068

Retailer, I. (2009, January 2009). Barnes & Noble picks HSN Exec to Lead e-Commerce Division. Retrieved May 11, 2010, from http://www.retailer.com/dailyNews.asp?id=29031&ya=track&ref=ya

Thomas S. Bateman, S. A. (2009). Management: Leading & Collaborating in a Competitive World. McGraw-Hill, a business unit of the McGraw-Hill Companies, Inc.

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