Palabras clave
strategy
value
price
freelance
diseño gráfico
estrategia
valor
precio
freelance
Resumen
El propósito de este artículo es identificar los mecanismos de fijación de precios utilizados en la oferta de servicios independientes de diseño gráfico, así como las variables determinantes en la fijación de estos mecanismos y las correlaciones con la percepción de satisfacción por parte de quienes los ofrecen. Además, se abordan distintas problemáticas y atributos relacionados con los procesos de captura de valor. Se realizó un diseño exploratorio que implicó un procedimiento secuencial de métodos mixtos. Los datos se extrajeron de entrevistas semiestructuradas (N=18) y de cuestionarios (N=130) además de una amplia revisión de literatura. Los resultados evidencian que los mecanismos de fijación de precios en los servicios independientes de diseño gráfico tienen potencial de mejora en su alineación estratégica y conexión directa con el valor del servicio. Así mismo, dichos mecanismos impulsados por el mercado tienden a eclipsar las propuestas de valor personalizadas, donde indica la necesidad de marcos empresariales más sofisticados. Por su parte, existen relaciones entre la satisfacción del profesional y los mecanismos de fijación de precios, influidas por factores como la cantidad de servicios ofrecidos, la experiencia profesional y por las decisiones estratégicas.
Citas
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