Pricing in the Digital Age

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Author(s): Chip E. Miller (Drake University, USA)
Copyright: 2011
Pages: 20
Source title: Digital Product Management, Technology and Practice: Interdisciplinary Perspectives
Source Author(s)/Editor(s): Troy J. Strader (Drake University, USA)
DOI: 10.4018/978-1-61692-877-3.ch004

Keywords: Business & Management / Business Science Reference / E-Business

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Abstract

Consumers have greater ability than ever to compare prices on products using the Internet. Also, information goods can be sold at much lower prices because of greatly reduced or almost non-existent costs of production. However, because of the ease of pirating information goods, company pricing strategy must take steps to offset losses from unauthorized copies of digital goods. An overview of traditional pricing strategy is presented, followed with research findings of specific actions to undertake for optimal pricing strategy in various scenarios. Discussions of versioning, windowing, bundling and unbundling, with recommendations for use of each, follow. This chapter explores the pressures placed on prices, the strategies companies use when setting price, and provides examples and discussion of sales methods on the Internet for both physical and digital goods.

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