The Amazon Kindle-DX: Are College Students the Right Target?

Saroja Subrahmanyan, Yung-Jae Lee

Research output: Contribution to journalArticlepeer-review


This real-world case describes the launch and marketing of’s e-reader, Kindle-DX. It can be used in a graduate or undergraduate marketing class with a focus on consumer behavior or marketing strategy.

Original languageAmerican English
JournalJournal of Business Cases and Applications
StatePublished - Jan 1 2009


  • Marketing Strategy
  • Product Adoption
  • Targeting
  • Consumer Behavior


  • Business
  • Business Analytics
  • Economics
  • Marketing

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