Different Perspectives on the Same Environment – A Study of the Environmental Scanning at Stockholm Public Library and the Bookstore Akademibokhandeln

„Different perspectives on the same environment – A study of the environmental scanning at Stockholm Public Library and the bookstore Akademibokhandeln ” is his Master thesis. As present, he works at NonStop Television AB. This article is based on a master thesis exploring how a bookstore chain and a public library meet the needs of their customers through environmental scanning in Spring 2007. The empirical material is derived from semi-structured interviews, and the theoretical framework is based on different models used in the process of environmental scanning. The results indicate that the library perceives the environment as society as a whole and all its members as their users, whereas the bookstore concentrates on the sectors of the environment that affect their selling. The consequences of this are that the library is more active in the environment and uses surveys as a basic source for information while the bookstore is more passive and relies on statistics