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Using traditional economic theory, Shapiro and Varian describe the new information market and make recommendations about how to compete in it. The book focuses on how Internet technology is affecting and will affect business, and it analyzes how companies can take advantage of it, even in highly competitive markets. In economic terms, information has several special characteristics: collecting, synthesizing and packaging it is expensive but reproducing it is cheap. Those who aim to be successful in the information market have to understand this cost structure and learn the rules for managing it, using differential prices and versioning, protecting copyright and branding products.
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