Value & worth: Creating new markets in the digital economy
Value & worth: Creating new markets in the digital economy
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价值
DOI：
10.1057/rpm.2013.42
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发表时间：
2012
影响因子：
1.6
通讯作者：
Ram Bala
中科院分区：
文献类型：
--
作者：
Ram Bala
关于数字经济的书籍在概念上回到了原点，但我们在这个过程中学到了一些新东西。20世纪90年代中期，面对数字冲击的经理们开始依赖一系列不断变化的流行语来做出关键决策，结果往往好坏参半。在某种程度上，这些经理人认为，经典经济学不足以应对他们所面对的美好新世界。他们的直觉有可取之处，但他们对当时可用的学术文献感到失望。夏皮罗和瓦里安的经典著作《信息规则》(Information Rules)在这种困惑中是一本重要的指南，书中强调了基本的经济学原则并未消亡，尽管“技术在变化，但经济规律并未消亡”。在1999年，这种观点并没有错。当时，数字革命主要是一场自动化现有任务的革命，减少了执行客户增值活动所需的时间或成本。然而，现在已经到了严格定义“新经济学”的时候了，这是早期思想家没有意识到的。从这个意义上说，我们需要回到我们开始的地方，但希望有一个更精致和更有见识的观点。虽然我们都直观地感觉到了对这种新经济学的需求，但艾琳·吴的书《价值与价值：在数字经济中创造新市场》严格地描述了对这种新经济学的需求，然后着手定义了这种新经济学的规则。最后，她为考虑到这种动态格局的公司战略提供了指导。第一章描述了传统经济学在解决当前数字环境问题上失败的原因。今天，数字市场的特点是潜在的未得到服务的市场，客户在访问和所有权方面的更广泛选择，新的使用环境，以及内容本身性质的根本性变化(因为用户修改内容的能力显著提高)。然后，本章强调了这样一个事实，即未来的服务战场是在内容的交叉点、提供内容的设备、客户所属的更广泛的社区以及客户和社区之间连接的性质。第二章讨论了这一复杂景观的起源。这说明‘价值’的概念已经改变了。描述了两种价值概念。原子论价值，它认为价值是对象的内在价值，以及现象学价值，它认为价值是由人与对象的经验、互动或关系产生的。在传统的以生产和市场交换为中心的世界观中，对象的价值简单地说就是对象的交换价值，很容易用原子价值来衡量。然而，基于这种简约主义价值观的经济分析已经过时。未来的数字经济将是关于现象学价值或
Books about the digital economy have conceptually come full circle, but we have learnt something new in the process. In the mid1990s, managers faced with the digital onslaught began to rely on an ever-changing menu of buzzwords in making critical decisions, often with mixed results. In a way, these managers believed that classic economics was inadequate to handle the Brave New World that they were up against. There was merit to their intuition but they were let down by the academic literature that was available at the time. Shapiro and Varian’s classic book ‘Information Rules’ was an important guidebook in the midst of this confusion by reinforcing the fact that basic economic principles were not dead and that while ‘technology changes, economic laws do not’. There was nothing wrong with this view in 1999. At that time, the digital revolution was primarily one that automated existing tasks and reduced the time taken or the cost incurred in performing a customer-value-adding activity. However, the time has come to rigorously define a ‘new economics’, something that eluded the early thinkers. In that sense, we need to go back to where we started, but hopefully with a more refined and informed view. Although we all intuitively feel the need for this ‘new economics’, Irene Ng’s book, ‘Value & Worth: Creating New Markets in the Digital Economy’, rigorously describes the need for this new economics and then proceeds to define the rules of the same. Finally, she provides guidance to companies on strategies that take this dynamic landscape into account. Chapter 1 describes the reasons for the failure of conventional economics in addressing the current digital environment. Today, digital markets are characterized by latent unserved markets, wider customer choices in terms of access and ownership, new use contexts, and a fundamental change in the nature of content itself (because of the significant rise of user ability to modify content). The chapter then highlights the fact that the future battleground for service is at the intersection of content, the device that delivers content, the wider community that the customer is a part of and the nature of connectivity between the customer and the community. Chapter 2 discusses the origins of this complex landscape. It makes the case that the notion of ‘value’ has changed. Two notions of value are described. Atomistic value, which considers value to be intrinsic to the object, and Phenomenological value, which considers value as arising from a person’s experience, interaction or relationship with the object. In a traditional, production and market exchange centric view of the world, the worth of an object is simply the exchange value of the object and that is easily measured by atomistic value. However, economic analysis based on this reductionist notion of value is obsolete. The digital economy of the future will be about phenomenological value or