영문목차
Preface=ix
CHAPTER 1. Introduction=1
What You Will Find in Later Chapters=3
CHAPTER 2. Basic Economics of the Internet=9
How the Internet Creates Value=9
Special Economics of the Internet-or Maybe Not So Special=13
Network Effects=13
Economies of Scale=15
Winner-Take-All=16
How the Internet Alters the Likelihood of Winner-Take-All=18
CHAPTER 3. Racing to Be First: Faddish and Foolish=25
From Winner-Take-All to First-Mover-Wins=26
The Concept of Lock-In=30
Strong Lock-In=32
Weak Lock-In=35
Impacts of Lock-In on First-Mover-Wins=36
What Does the Real World Tell Us About Strong Lock-In?=38
The Internet and First-Mover-Wins=43
Additional Evidence=44
Business Lessons=48
CHATPER 4. The (Non) Ubiquity of E-Tailing?=58
How Might the Internet Transform Business? E-Ordering vs. E-Tailing=60
Characteristics of Products That Are Likely to Determine the Extent of the Internet Transformation=61
Size and Bulk Relative to Value=62
Immediate Gratification Factor (Impulse Buying)=63
Perishability=64
Experience Products and Free-Riding=64
Thin Markets=67
The Role of Taxes=68
What Types of Products Are Most Compatible with Full-Fledged E-Tailing?=69
Digitized Products=69
Information=71
Books and CDs=73
Examples of Markets Likely to Resist the Internet Assault=75
Grocery Items=76
Automobiles=83
Furniture=84
Prescription Drugs=85
The Nature of Selling on the Net=86
The Evolution of the Current Pricing System=87
The Concept of Price Discrimination=89
What About Auctions?=92
CHAPTER 5. The Value-Profit Paradox: The Cruelty of Competition and Internet Margins=96
The Diamond-Water Paradox=99
The Cruelty of Competition and Attempts to Subvert It=101
Implications for Internet Companies=106
Future Competition and Performance=108
Margins and Profits on the Net=110
Understanding Profits Margins=110
The Nature of Competition in Internet Markets=114
CHATPER 6. Can Advertising Revenues Support the Net?=121
The Inadequacy of the Television Model=124
Advertising Effectiveness on the Internet=126
Size of Audience=126
Advertising Effectiveness on the Net=127
Advertising Budgets=131
Positive Aspects of Internet Advertising=132
Advertising Revenues on the Internet=134
CHAPTER 7. Copyright and the Internet=144
The Economic Impacts of Copying=147
Direct Economic Effects of Copying Technology=148
Indirect Economic Effects of Copying Technology=150
The Economic Impacts of Previous New Technologies on Copyright Owners=155
Photocopying=155
Videocassette Recording: The Betamax Case=157
Audiotaping=158
Digitized Networked Copying: Lessons from the Napster Case=159
The Impact of Peer-to-Peer Networks on Revenues-The Theory=161
Indirect Appropriability=162
Exposure Effects=165
The Impact of Napster on Revenues-The Evidence=167
Pure Peer-to-Peer Technologies: The Devil You Don't Know=174
Digital Rights Management=176
DRM Will Not Harm "Fair" Use or Any Use=179
DRM Will Not Reduce Production of New Works=181
Public Goods, DRM, and Other Alternatives=183
The Bottom Line=188
CHAPTER 8. Conclusion: Whither Supply and Demand?=206
Lessons=210
Index=215