Twenty-first century undergraduates demand quick access to authoritative sources that are easily read without challenging technical and disciplinary language. They expect comprehensible natural language--exactly like Google's--which can be read without concentrating for long periods of time. Integrating Google and Google Scholar in library…

Purpose: The purpose of this paper is to report on how the University sector in the UK has undertaken a massive transformation over recent years, resulting in a current mass market. Institutions (and their managers) are facing enormous challenges to establish competitive advantages whilst attending to customer need and focus. A smarter,…