Vertical Differentiation and a Comparison of Online Advertising Models
Designing business models that take into consideration the role of advertising support is critical to the success of online services. In this paper, we address the challenges of these business model strategies and compare different ad revenue models. We use game theory to model vertical differentiat...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2012
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/sis_research/1716 https://ink.library.smu.edu.sg/context/sis_research/article/2715/viewcontent/LinM2012JMISVerticalDiff_AFV.pdf |
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| Institution: | Singapore Management University |
| Language: | English |