Creating New Markets in the Digital Economy
Value and Worth

This book provides practical advice to help readers innovate and identify new business models, products and services within the connected digital economy.

Irene C. L. Ng (Author)

9781107627420, Cambridge University Press

Paperback / softback, published 20 February 2014

256 pages, 62 b/w illus. 1 table
22.9 x 15.2 x 1.7 cm, 0.39 kg

'Ng has written a thought-provoking and highly conceptual personal account of what she has been thinking about from observing human behavior, doing research, and working with large and small companies over the past fifteen years. In that time frame, digitization has produced a radical convergence between buying and using … [Ng] gives the reader plenty to think about in this highly intelligent book. Summing up: highly recommended. Upper-division undergraduates and above.' E. J. Szewczak, Choice

Creating New Markets in the Digital Economy looks at how digitisation is radically changing the way we buy and experience products and services. Sharing her unique perspective of both business and academia, Irene Ng examines the implications of digital connectivity, including the need to design and scale future business models to better fit 'lived lives', creating value as well as increasing worth so that new markets can emerge. The book provides a conceptual framework and practical advice to equip readers with the knowledge they need to develop future products and services that take advantage of connectivity and serve contexts better. With its accessible language, numerous case examples and illustrations to illuminate challenging concepts, this book is an important resource for business leaders, entrepreneurs and policy makers, as well as students of service science, business and engineering.

Preface
1. Introduction and impact of digitisation on markets
2. Back to basics - what is value?
3. Value and context
4. Lifting the lid off context: the contextual experience
5. Value and exchange
6. Rise of the digital economy
7. Back to basics in value creation - a theory of latent demand
8. Value propositions and new business models
9. Creating viability and worth
10. Markets, digital labour and new economic models
Postscript
Bibliography
Index.

Subject Areas: Sales & marketing [KJS], Entrepreneurship [KJH], Business & management [KJ]