beyond the market
DESCRIPTION
Presentation delivered at V WOrkshop en Economia y Gestion de la Cultura, Cadiz 2013TRANSCRIPT
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
plan
1. background - technological breakthrough2. informal circuit of goods3. new business models4. conclusion
BACKGROUND
technological breakthrough
books & presstv & radio
programmesfilmsmusic
video games
informational goods
informal circuit of
goods
ZERO COST
informal circuit of
goods
pure gift
community
delayed reciprocity
art for art’s sake delayed
reciprocityfurther benefits
INFORMAL CIRCUIT
informal circuit of
works
Crisis = drop in sales
Internet = new distribution channel
New business models
?
New business models
cultural good=
gift
NEW BUSINESS MODELS
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
CONCLUSION
• 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)
