haku: @journal_id 661 / yhteensä: 331
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| Tekijä: | Dewan, R.M. Freimer, M.L. Zhang, J. |
| Otsikko: | Management and valuation of advertisement-supported web sites |
| Lehti: | Journal of Management Information Systems
2003 : WINTER, VOL. 19:3, p. 87-98 |
| Asiasana: | Advertising Internet |
| Kieli: | eng |
| Tiivistelmä: | The balance between content and advertising is a key decision by the manager of an advertisement-supported web site. Content is costly but attracts viewers, whereas advertisement generates revenues but repels viewers. The period-by-period balancing decision is further complicated by the growth and diffusion nature of web site viewership. This decision problem is modeled as a control problem that captures the essence of the business model of such web sites. This model is used to show that it may be optimal for the web site to initially have negative cash flows from having fewer advertisements and more content. |
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