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FairPay by Richard Reisman

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CHAPTER 6

A Top Management Perspective

The commentary on FairPay that I published in the HBR Blog series with Marco Bertini in 2013 (Bertini and Reisman 2013) provides a perspective on how FairPay builds on and extends key directions in modern consumer marketing.

It begins with a brief review of the challenges of selling digital content and the turmoil in the content industries, as they face the conflict between free and paid, to suggest how companies can cope with these new challenges and opportunities by moving toward a new architecture that moves the exchange between seller and buyer from the transactional to the relational.

Starting at a broad, strategic level, the article explains how this architecture reflects three key ingredients of today’s ...

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