Designing and Pricing Digital Content Products and Services: A Research Review

Abstract

Purpose – With the rapid proliferation of digital technology for creating and disseminating content in different forms – textual, music, video – both firms and consumers have a number of alternative technology and formats available for creating and consuming content. While this has led to more value for consumers, the firms have had mixed results. Some firms have seen their value erode through the adoption of newer formats as compared to the older ones (e.g., streamed music format vs. CD format), and other firms have been generally reluctant to embrace newer technology and formats for the similar reasons.Design/methodology/approach – In this chapter, we review the research issues in designing and pricing such digital content and formats and the various strategies that firms can adopt in ensuring that both firms and consumers benefit through the use of newer formats.Findings – We review and discuss the extant research in this domain and identify research issues for future research.Value/originality – As more traditional products morph into digital services, it is critical that these issues are addressed so that the content creation industry can survive in the short term and prosper in the long term.

Citation

Kannan, P.K. (2013), "Designing and Pricing Digital Content Products and Services: A Research Review", Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 10), Emerald Group Publishing Limited, Leeds, pp. 97-114. https://doi.org/10.1108/S1548-6435(2013)0000010008