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Please use this identifier to cite or link to this item: http://hdl.handle.net/10481/41018

Title: Co-creators vs e-retailers: an analysis of power in the digital value chain
Authors: Vendrell-Herrero, Ferrán
Bustinza Sánchez, Óscar Fernando
Parry, Glenn
Georgantzis, Nikolaos
Issue Date: Nov-2014
Abstract: Supply chains as descriptors of business models provide processes of value creation and value delivery, which are often performed by a number of different companies. This article develops a framework of unbalanced power in capturing value between those who create value and those who deliver it, giving a better academic comprehension of how empowerment distorts B2B relations throughout the value chain. The context of analysis is the book industry, in which authors and publishers are considered as co-creators of value and E-retailers deliver value. We propose that servitization and digitalization of the industry has brought the industry towards a demand chain approach empowering E-retailers. We empirically validate this proposition through a unique survey containing information of 8,000 consumers residing in UK and US. The estimation of demand functions using the payment card method determines that while in new releases market price equals profit-maximization point for publishers, in book categories in which there are not well defined property right like classic novels, E-retailers impose discounts of 30%-40% in respect to the publisher’s profit maximization price. Results have implications for practitioners and policy makers.
Publisher: Orkestra-Basque Institute of Competitiveness; Deusto Business School
Description: Servitization 2014: The third Conference on Business Servitization. Bilbao from November 13 to 14th, 2014.
Keywords: Power
Business models
Digitalization
Consumer surplus
Value chain
URI: http://hdl.handle.net/10481/41018
Rights : Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License
Citation: Vendrell-Herrero, F.; Bustinza Sánchez, O.F.; Parry, G.; Georgantzis, N. Co-creators vs e-retailers: an analysis of power in the digital value chain. En: The Third International Conference on Business Servitization. Bilbao: Orkestra-Basque Institute of Competitiveness; Deusto Business School, (2014). [http://hdl.handle.net/10481/41018]
Appears in Collections:SEJ478 - Comunicaciones congresos, conferencias,...

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