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dc.contributor.authorVendrell-Herrero, Ferrán
dc.contributor.authorBustinza Sánchez, Óscar Fernando 
dc.contributor.authorParry, Glenn
dc.contributor.authorGeorgantzis, Nikolaos
dc.identifier.citationVendrell-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). []es_ES
dc.descriptionServitization 2014: The third Conference on Business Servitization. Bilbao from November 13 to 14th, 2014.es_ES
dc.description.abstractSupply 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.es_ES
dc.publisherOrkestra-Basque Institute of Competitiveness; Deusto Business Schooles_ES
dc.rightsCreative Commons Attribution-NonCommercial-NoDerivs 3.0 Licensees_ES
dc.subjectBusiness modelses_ES
dc.subjectConsumer surpluses_ES
dc.subjectValue chaines_ES
dc.titleCo-creators vs e-retailers: an analysis of power in the digital value chaines_ES

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