Global text project: new horizons in textbook marketing

Leyland F. Pitt (Segal Graduate School of Business, Simon Fraser University, Vancouver, Canada)
Deon Nel (Department of Marketing, Deakin University, Melbourne, Australia)
Gene van Heerden (Department of Marketing and Communication Management, University of Pretoria, Pretoria, South Africa)
Anthony Chan (Segal Graduate School of Business, Simon Fraser University, Vancouver, Canada)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 8 May 2009



The purpose of this paper is to introduce the global text project (GTP) case. The unique developments of the case provide insight of the many challenges and opportunities created within the open source movement.


A case study was used to illustrate some of the most pertinent and interesting developments in the field of marketing, alluding to the open source environment. A Wikibook was created in collaboration with all the participants of a graduate course and the development of this offering initiated a project called the GTP.


The open source movement has created new ways of thinking and acting. The contributions, modifications and improvements by all users to the original product provide a platform of continuous improvement and development.


The value of the paper lies in the lessons and challenges learnt from the case especially by those managing the GTP.



Pitt, L., Nel, D., van Heerden, G. and Chan, A. (2009), "Global text project: new horizons in textbook marketing", Marketing Intelligence & Planning, Vol. 27 No. 3, pp. 297-307.

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