CHAPTER SEVEN: Borders goes E!

Borders Group (BGP) launched an electronic bookstore Wednesday, entering a market dominated by Amazon (AMZN), Apple (AAPL) and Barnes & Noble (BKS). But the No. 2 U.S. bookstore chain by sales is optimistic about its chances, believing it will quickly catch up with rivals and win a piece of the fast-growing e-books sector, Reuters reports.

Along with its e-bookstore, Barnes & Noble launched the Nook e-reader nine months ago. Amazon sells the popular Kindle e-reader and Apple markets the iPhone...