Date of Award

Fall 2022

Degree Type

Open Access Master's Thesis

Degree Name

Management, MAM


Peter F. Drucker and Masatoshi Ito Graduate School of Management

Advisor/Supervisor/Committee Chair

Bronwyn Mauldin

Dissertation or Thesis Committee Member

Jay Prag

Terms of Use & License Information

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

Rights Information

© 2022 Scout Jaech


independent bookstores, merchandising, profit, values


California Bookstores reviews independent booksellers’ current relationship between passion and profit in the context of challenges faced by the modern bookstore. Based on interviews from nine booksellers in California, the findings demonstrate strong ties between passion and profit. Independent booksellers dedicate capacity for resilience, dedication to core values such as responsibility to the store community and the community at large, and skilled use of retailer tools such as merchandising to promote their values while gathering profit.