beyond the market
DESCRIPTION
Presentation delivered at V WOrkshop en Economia y Gestion de la Cultura, Cadiz 2013TRANSCRIPT
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Beyond the market: cultural goods as “gifts”
AA. JanowskaWarsaw School of Economics
Poland
Cadiz: V Workshop en Economia y Gestion de la Cultura 24-25.10.2013
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plan
1. background - technological breakthrough2. informal circuit of goods3. new business models4. conclusion
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BACKGROUND
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technological breakthrough
books & presstv & radio
programmesfilmsmusic
video games
informational goods
informal circuit of
goods
ZERO COST
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informal circuit of
goods
pure gift
community
delayed reciprocity
art for art’s sake delayed
reciprocityfurther benefits
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INFORMAL CIRCUIT
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informal circuit of
works
Crisis = drop in sales
Internet = new distribution channel
New business models
?
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New business models
cultural good=
gift
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NEW BUSINESS MODELS
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Anderson’s taxonomyModel Characteristics
Cross-subsidies free good + complementary goodmusic + music player; music + car
Tripartite transactions (advertising model)
free good + advertisementYouTube, Spotify
Freemium free basic version + paid premium versionordinary version vs. full version (video games)
3 non-monetary models - labor exchange – captcha, ratings, reviewsGoogle- gift economy = INFORMAL CIRCUITpure gift; delayed reciprocity, community (building image, using content)- piracy - good acquired for free“free rider effect” = downloading without uploading
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CONCLUSION
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• SECTOR: – gift economy = new opportunity– shrinkage + transformation (concentration, new actors)– cooperation with neighbour sectors
• BUSINESS: – no scale effect– new business models: b2b + gift models + informal circuit
of cultural goods– increased offer = increased diversity = difficult research– combined solutions = multiple models to maximize profits
• CONSUMERS: – closer cooperation and friendly relationships with
consumers– segmentation (niche + casual)