New technologies and shifting consumer buying behaviors have reshaped the business landscape. In this Wi15 keynote event, Ryan Raffaelli (@RyanLRaffaelli), associate professor of business administration at Harvard Business School, will present his groundbreaking research on how longstanding industries can increase their odds of achieving sustained growth in the face of new business threats. Professor Raffaelli will also preview findings from his forthcoming academic paper on the renewed strength of the independent bookstore channel. Drawing on eight years of in-depth field observations of bookstores in 25 states, more than 200 interviews and focus groups, and analysis of extensive archival data, the study examines the decline and subsequent rise of the U.S. independent bookselling sector from 2005 to today. Professor Raffaelli will highlight “3Cs” of reinvention – community, curation, and convening – and offer broader insights for local businesses and communities responding to current significant threats from online and corporate retail competition.