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The Case for Variable Pricing of IDM
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Author(s): Ankit Bansal (Nanyang Technological University, Singapore), Desai Mayura Manohar (Nanyang Technological University, Singapore)and S. Shantani (Nanyang Technological University, Singapore)
Copyright: 2012
Pages: 7
Source title:
Understanding the Interactive Digital Media Marketplace: Frameworks, Platforms, Communities and Issues
Source Author(s)/Editor(s): Ravi S. Sharma (Nanyang Technological University, Singapore), Margaret Tan (Nanyang Technological University, Singapore)and Francis Pereira (University of Southern California, USA)
DOI: 10.4018/978-1-61350-147-4.ch003
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Abstract
This chapter proposes different variable pricing strategies that can be implemented in IDM marketplaces to increase revenues and consumption of IDM content. Adverse reaction of consumers to price discrimination, where they consider it unfair, is the greatest hindrance to successful application of variable pricing schemes.
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