<p>The study aims to through a qualitative case study describe how six Swedish high-end apparel companies attributed as part of “the Swedish fashion wonder” with online distribution have been affected by six chosen factors. The six factors presented are extracted from previous studies and consist of customer relationships, intermediary relationships, pricing, costs and revenue, competitors and impact on the brand. The results show that customer relationships is an important factor that most companies value and was also the factor they presented as determining when they made the decision to go online. Costs and revenue have an effect on the companies and was something the companies had to consider after going online. Intermediary relationships are important to some extent and demand continual communications, but nothing that worried the companies. Competitors and pricing were not regarded as important, where price setting was primarily seen as a valuable tool to control and maintain intermediary relationships. Impact on the brand was regarded as an important factor when engaging online, and the positive aspects of increased brand knowledge and brand awareness were appreciated.</p>

The study aims to through a qualitative case study describe how six Swedish high-end apparel companies attributed as part of “the Swedish fashion wonder” with online distribution have been affected by six chosen factors. The six factors presented are extracted from previous studies and consist of customer relationships, intermediary relationships, pricing, costs and revenue, competitors and impact on the brand. The results show that customer relationships is an important factor that most companies value and was also the factor they presented as determining when they made the decision to go online. Costs and revenue have an effect on the companies and was something the companies had to consider after going online. Intermediary relationships are important to some extent and demand continual communications, but nothing that worried the companies. Competitors and pricing were not regarded as important, where price setting was primarily seen as a valuable tool to control and maintain intermediary relationships. Impact on the brand was regarded as an important factor when engaging online, and the positive aspects of increased brand knowledge and brand awareness were appreciated.

Cette dissertation concerne l'analyse des problématiques économiques introduites par la numérisation et par la parution des nouveaux réseaux et supports numériques dans l'économie des médias. Le passage du modèle analogique et physique au modèle numérique, en opérant une séparation du concept d’expression signifiante et du support qui permet sa circulation auprès d'un large public, impose un recadrage des procédés de création et production dans plusieurs domaines de l'industrie des médias. En utilisant le cas d'étude de l’industrie de l'édition des magazines, l'introduction de cette dissertation analyse les enjeux économiques plus urgents pour une marque éditoriale face à la numérisation, au niveau d'entreprise et du secteur industriel. Dans le premier chapitre, on va approfondir l’analyse en explorant la littérature existante dans le domaine des effets de la numérisation et de la régulation dans l'économie des médias. Dans le deuxième chapitre, nous analysons les dynamiques d'adoption d'une technologie numérique associée avec un réseau, dans contexte où les contenus media sont des biens complémentaires essentiels et en présence d'externalités positives associées avec le déploiement du réseau. La contribution originale du modèle que nous allons montrer est la possibilité d'évaluer différentes qualités de subsides au déploiement et différentes valeurs de l'innovation technologique. dans le troisième et dernier chapitre, nous développons un modèle pour analyser la tarification des produits soumis au droit d'auteur dans un marché biface avec réseaux de distribution multiples. / This dissertation deals with the economic issues introduced by digitization and by the roll-out of innovative networks and supports in the economics of Media goods. The switch from a “physical analogic model” to a “digitized model”, by separating the concepts of meaningful expression from the traditional support allowing for publishing contents, imposes a rethinking of many media industries' business models. Using the publishing industry as a study case, in the introduction we analyze the key economic issues emerging for magazine publishers facing digitization, both at the firm level and at the industry level, where new strategic interactions may occur, changing the traditional dynamics in the value chain. In the first chapter we then proceed to explore recent research efforts focusing on the effects of digitization and regulation on Media economics. The main contribution of this analysis is that it tries to conjugate the economic literature that analyses technology related issues generated by digitization with contributions analysing the impacts of new publishing protocols, following a value-chain based approach.In fact, the originality of the problem is that digitization is quite not just a technologic innovation, improving efficiency through the value chain but it is also a new written language. The study of all the different implications of digitiziation is thus essential in order to fully understand the emerging economic models in media industries. Economists will find in this chapter not only the more important contributions on pricing and bundling in digital two-sided markets or multi-channel distribution models, but also interesting contributions from other specialists, analysing questions related to regulatory framework and even epistemologic issues. In the second chapter we analyse the adoption dynamics of a digital technology associated with a network , when media goods are essential complements and there are positive externalities associated to a succesfull adoption. The original contribution of this model is that it allows for different types of subsidies and different stand-alone values for technology. In the third and last chapter, we develop a pricing model for copyrighted contents in a two-sided market with multi-channel distribution. We analyze both the case of a firm producing only on one market (digital or physical) and of a firm producing the substitutable versions in the two markets. We find that: (i) in the digital market the “free dailies” business model is sustainable only if the number of publishers is limited. (ii) Publishers that are active already in the traditional channel with relevant market shares should “defend” their market share setting higher prices for the digital versions of their products. (iii) Unless both the advertising revenues per copy and the total sales in the digital markets grow larger than the traditional market, a traditional publisher should keep operating in the traditional market. (iv) If the total cannibalization grows to be more than proportional the optimal strategy for a publisher can be not to produce the digital version of a given product.

L'acte d'achat de produits monastiques est un moment de rencontre entre deux mondes que tout semble opposer : le monde monastique, silencieux et détaché des biens matériels, et le monde sécularisé de la consommation, bruyant et matérialiste. Notre recherche très contextualisée se place dans la perspective culturelle de la consommation. La problématique est centrée sur la compréhension de l'influence des contextes sur le contenu de l'expérience vécue par l'acheteur de produits monastiques alimentaires et cosmétiques. Notre recherche empirique, fondée sur une approche qualitative de nature ethnographique, est pratiquée en immersion dans le monde de l'économie monastique française. Nous interrogeons les acheteurs sur le sens qu'ils donnent à leur expérience d'achat de produits monastiques dans des magasins physiques d'abbayes, sur une galerie marchande virtuelle d'abbayes, et dans une enseigne physique laïque. Un premier palier de résultats apporte une compréhension contextualisée de l'écosystème monastique, et du contenu de l'expérience d'achat dans trois types de points de vente. Ils mettent notamment en lumière les liens étroits entre achat, don, plaisir et partage, ainsi que la dimension patrimoniale des produits. Un second palier de résultats moins contextualisés défend la thèse que le point de vente physique est un instrument de transfert de sens des contextes extérieurs vers le cœur de l'expérience. Nous mettons ainsi en lumière les limites du e-commerce pour les produits ancrés dans l'histoire et le territoire, et proposons aux décideurs des pistes d'adaptation pour les sites marchands. / The act of purchasing a monastic product is a situation when two apparently contradictory worlds come together: the monastic world, silent and detached from material goods, and the secular world of consumption, noisy and materialistic. Our research is highly contextualised and looks at consumption from a cultural perspective. The aim of this research is to understand in which way contexts influence the content of the experience when buying monastic food products and cosmetics. Our empirical research is qualitative, ethnographic in nature, and is carried out inside the world of the French monastic economy. We ask purchasers about the meaning they give to their experience of buying monastic products from abbey shops, from an abbeys' virtual marketplace, and from a secular branded outlet. The first-level results bring a contextualised understanding of the monastic ecosystem, and of the dimensions of the buying experience at the three types of shops. They particularly highlight the close links between purchasing, giving, enjoyment and sharing, and also the patrimonial aspect of these products. The second-level results are less contextualised and support the theory according to which the physical point of sale is the instrument through which the meaning of the external contexts is transferred into the heart of the experience. We are thus able to highlight the limitations of e-commerce for products that are deeply anchored in history and territory, and we advise decision-makers on how best to adapt their strategies for online channels.