Keywords
strategy
value
price
freelance
diseño gráfico
estrategia
valor
precio
freelance
How to Cite
Abstract
The purpose of this article is to identify the pricing mechanisms used in the offer of independent graphic design services as well as the determining variables in the setting of these mechanisms and the correlations with the perception of satisfaction by those who offer these services. In addition, different issues and attributes related to value capture processes are addressed. An exploratory design involving a sequential mixed methods procedure was carried out. Data were extracted from semi-structured interviews (N=18) and questionnaires (N=130) in addition to an extensive literature review. The results show that pricing mechanisms in freelance graphic design services have potential for improvement in their strategic alignment and direct connection to the value of the service. In addition, market-driven pricing mechanisms tend to overshadow customized value propositions, indicating the need for more sophisticated business frameworks. Moreover, there are relationships between practitioner satisfaction and pricing mechanisms, influenced by factors such as the quantity of services offered, professional expertise by strategic decisions.
References
Allon, G., Cohen, M.. y Sinchaisri, W. (2023). The impact of behavioral and economic drivers on gig economy workers. Manufacturing & Service Operations Management. https://doi.org/10.1287/msom.2023.1191
Amaral, J. y Guerreiro, R. (2019). Factors explaining a cost-based pricing essence. Journal of Business & Industrial Marketing, 34(8), 1850-1865. https://doi-org/10.1108/JBIM-12-2018-0373
Anderson, J. y Narus, J. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58. https://doi.org/10.1177/002224299005400103
Ariely, D. y Simonson, I. (2003). Buying, bidding, playing, or competing? Value assessment and decision dynamics in online auctions. Journal of Consumer Psychology, 13(1-2), 113-123.
Ayadi, N., Paraschiv, C. y Rousset, X. (2017). Online dynamic pricing and consumer perceived ethicality: Synthesis and future research. Recherche et Applications en Marketing, 32(3), 49-70. DOI: 10.1177/2051570717702592
Ba, S. y Pavlou, P. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26(3) 243-268. https://doi.org/10.2307/4132332
Bellaflamme P. y Peitz, M. (2021). Organización industrial: mercados y estrategias (Segunda edición). Editorial Universidad del Rosario. https://doi-org.ezproxy.sibdi.ucr.ac.cr/10.12804/ urosario9789587848151
Bouncken, R., Fredrich, V., Ritala, P. y Kraus, S. (2020). Value-creation-capture-equilibrium in new product development alliances: a matter of coopetition, expert power, and alliance importance. Industrial Marketing Management, 90, 648-662. https://doi.org/10.1016/j.indmarman.2020.03.019
Bur, Iv. (1953). Fundamental Principles of Sequential Analysis. Industrial Quality Control, vol. 9.
Calabrese, A. y Francesco, F. (2014). A pricing approach for service companies: Service blueprint as a tool of demand-based pricing. Business Process Management Journal, 20(6), 906-921.
Canavan, D., Sharkey Scott, P. y Mangematin, V. (2013). Creative professional service firms: aligning strategy and talent. Journal of Business Strategy, 34(3), 24-32. DOI: 10.1108/JBS-10-2012-0058
Castro B., Cedeño V., Montero, S., Morales C. (2018) Industrias creativas y culturales en Costa Rica. En Sánchez B.J.J., Arroyo S.S., Parra A.J., Verdú J.A (Coord.) Las industrias culturales y creativas en Iberoamérica: evolución y perspectivas (pp.105-160). Cátedra Iberoamericana 'Alejandro Roemmers' de Industrias Culturales y Creativas de la Universidad Miguel Hernández de Elche – Fundación Iberoamericana de las Industrias Culturales y Creativas.
Christen, T., Hess, M., Grichnik, D. y Wincent, J. (2022). Value-based pricing in digital platforms: A machine learning approach to signaling beyond core product attributes in cross-platform settings. Journal of Business Research, 152, 82-92. DOI: https://doi.org/10.1016/j.jbusres.2022.07.042
Creswell, J. (2009). Research design: Qualitative, quantitative, and mixed approaches. SAGE.
Darmawan, D. y Grenier, E. (2021). Competitive Advantage and Service Marketing Mix. Journal of Social Science Studies (JOS3), 1(2), 75-80.
Decreto Ejecutivo N° 42148 - C-MEIC-MICITT de 2020 [Presidencia DE LA REPÚBLICA, Ministerio de Economía, Industria y Comercio, Ministerio de Cultura y Juventud, y Ministerio de Ciencia, Tecnología y Telecomunicaciones]. Creación de la Estrategia Nacional “Costa Rica Creativa y Cultural 2030”. 05 de febrero del 2020. https://www.mcj.go.cr/medidas-covid-19/estrategia-creativa
D`Onise, K., Wang, y McDermott, R., (2007). The Importance of Numbers: Using Capture-recapture to make the Homeless Count in Adelaide. Australian Journal of Primary Health, 13(1), 89-96.
Drăgan, I. y Isaic-Maniu, A. (2012). Snowball sampling developments used in marketing research. International Journal of Arts and Commerce, 1(6), 214-223.
Dziobczenski, P. y Person, O. (2017). Graphic designer wanted: A document analysis of the described skill set of graphic designers in job advertisements from the United Kingdom. International Journal of Design, 11(2), 41-55.
Ehn, P., Bjögvinsson, E. y Hillgren, P. (2012). Design Things and Design Thinking: Contemporary Participatory Design Challenges. Design Issues, 28(3), 101-116. https://doi.org/10.1162/DESI_a_00165
Engawi, D., Gere, C. y Richards, D. (2022). The Impact of Artificial Intelligence on Graphic Design: Exploring the Challenges and Possibilities of AI-Driven Autonomous Branding. En Bruyns, G., Wei, H (Eds), [ ] With Design: Reinventing Design Modes (IASDR 2021) (pp. 3567-3576). Springer. https://doi.org/10.1007/978-981-19-4472-7_238
Ferrinadewi, E. y Darmawan, D. (2004). Perilaku Konsumen: Analisis Model Keputusan. Universitas Atma Jaya, Yogyakarta.
Gassmann, O., Frankenberger, K., & Csik, M. (2014). The business model navigator: 55 models that will revolutionise your business. Pearson UK.
Gerpott, T. y Berends, J. (2022). Competitive pricing on online markets: a literature review. Journal of Revenue and Pricing Management, 21(6), 596-622. https://doi-org.ezproxy.sibdi.ucr.ac.cr/10.1057/s41272-022-00390-x
Guerreiro, R. and Amaral, J. (2018), "Cost-based price and value-based price: are they conflicting approaches?", Journal of Business & Industrial Marketing, Vol. 33 No. 3, pp. 390-404. https://doi-org.ezproxy.sibdi.ucr.ac.cr/10.1108/JBIM-04-2016-0085
Gu, Y., Wang, Q. y Gu, W. (2023). The Innovative Application of Visual Communication Design in Modern Art Design. Electronics, 12, (5), 1150. https://doi.org/10.3390/electronics12051150 Academic Editors: Muh.
Hinterhuber, A. (2008), "Customer value‐based pricing strategies: why companies resist", Journal of Business Strategy, Vol. 29 No. 4, pp. 41-50. https://doi.org/ 10.1108/02756660810887079
Hinterhuber, A. (2013) Can competitive advantage be predicted? Towards a predictive definition of competitive advantage in the resource-based view of the firm. Management Decision, 51(4), 795-812. DOI: 10.1108/00251741311326572
Hinterhuber, A. (2017) The strategy and tactics of pricing: A guide to growing more profitably (6e). J Revenue Pricing Manag, 16, 640-643. https://doi/10.1057/s41272-017-0106-0
Ingenbleek, P., Debruyne, M., Frambach, R., & Verhallen, T. M. (2003). Successful new product pricing practices: A contingency approach. Marketing Letters, 14(4), 289-305. Recuperado de: https://search-proquest-com.ezproxy.sibdi.ucr.ac.cr/scholarly-journals/successful-new-product-pricing-practices/docview/204481009/se-2
Instituto Nacional de Estadística y Censos. (2020). Encuesta Continua de Empleo al tercer trimestre de 2020. Resultados Generales [recurso electrónico] / Instituto Nacional de Estadística y Censos. San José, Costa Rica: INEC.
International Bodyshop Industry Symposium. (2023). Global Graphic Designers - Market Size 2004–2027. IBISWorld. https://www.ibisworld.com/global/market-size/global-graphic-designers/
Islam, M. y Islam, M. (2023). Socio-Economic Impact of Freelancing: Evidence From Bangladesh. Asian Journal of Social Science Studies, 8(1), 63. https://doi.org/10.20849/ajsss.v8i1.1336
Johansson, M., Hallberg, N., Hinterhuber, A. et al. (2012). Pricing strategies and pricing capabilities. J Revenue Pricing Manag, 11, 4-11. https://doi.org/10.1057/rpm.2011.42
Johansson, M., Keränen, J., Hinterhuber, A. et al. Value assessment and pricing capabilities—how to profit from value. J Revenue Pricing Manag 14, 178–197 (2015). https://doi.org/10.1057/rpm.2015.8
Julier, G. y Hodson, E. (2021). Value, Design, Scale: Towards a Territories and Temporalities Approach. Nordes, 1(9). https://archive.nordes.org/index.php/n13/article/view/572/540
Kamprath, M. y Mietzner, D. (2015). The impact of sectoral changes on individual competences: A reflective scenario-based approach in the creative industries. Technological Forecasting and Social Change, 95, 252-275. https://doi.org/10.1016/j.techfore.2015.01.011 https://doi.org/10.1057/rpm.2015.8
Kallinikos, J., Aaltonen, A. y Marton, A. (2013). The Ambivalent Ontology of Digital Artifacts. MIS Quarterly, 37(2).
Karaata, E. (2018). Usage of artificial intelligence in today’s graphic design. Online Journal of Art and Design, 6(4), 183-198.
Laatikainen, G. y Ojala, A. (2021). The Pricing Capability Lifecycle of Digital Innovations. Technology Analysis & Strategic Management, 1-12.
Lazzeretti, L. (2022). What is the role of culture facing the digital revolution challenge? Some reflections for a research agenda. European Planning Studies, 30(9), 1617-1637. https://doi.org/10.1080/09654313.2020.1836133
Lee, B., Fraser, I. y Fillis, I. (2022). To sell or not to sell? Pricing strategies of newly-graduated artists. Journal of Business Research, 145, 595-604. https://doi.org/10.1016/j.jbusres.2022.03.035
Liozu, S. and Hinterhuber, A. (2012), "Industrial product pricing: a value‐based approach", Journal of Business Strategy, Vol. 33 No. 4, pp. 28-39. https://doi-org.ezproxy.sibdi.ucr.ac.cr/10.1108/02756661211242681
Lin, K. y Sibdari, S. (2009). Dynamic price competition with discrete customer choices. European Journal of Operational Research, 197(3), 969-980. https://doi.org/10.1016/j.ejor.2007.12.040.
Ludwig, S., Herhausen, D., Grewal, D., Bove, L., Benoit, S., De Ruyter, K., & Urwin, P. (2022). Communication in the gig economy: Buying and selling in online freelance marketplaces. Journal of Marketing, 86(4), 141-161. DOI:10.1177/00222429211030841
Lupton, E. (2015). Pensar con tipos. Editorial Gustavo Gili.
Maldonado, P. (2019). Habilidades gerenciales: Visión globalizada del proceso administrativo. Ediciones de la U. ISBN: 9789587628708
Matthews, B., Shannon, B., & Roxburgh, M. (2023). Destroy All Humans: The Dematerialisation of the Designer in an Age of Automation and its Impact on Graphic Design—A Literature Review. International Journal of Art & Design Education, 42(3), 367-383. DOI: 10.1111/jade.12460
Minerbo, C., Kleinaltenkamp, M. y Ledur Brito, L. (2021) Unpacking value creation and capture in B2B relationships. Industrial Marketing Management, 92, 163-177. https://doi.org/10.1016/j.indmarman.2020.11.011
Programa Estado de la Nación. (2019). Decimosegundo Informe Estado de la Nación en Desarrollo Humano Sostenible. Pavas, Costa Rica: Programa Estado de la Nación.
Rauf, I., Petre, M., Tun, T., López, T. y Nuseibeh, B. (2023). Security Thinking in Online Freelance Software Development. https://conf.researchr.org/home/icse-2023
Sánchez Martínez, M., Samaan, D., Ernst, E. et al. (2023). World Employment and Social Outlook: Trends (2023). International Labour Office. https://doi.org/10.54394/SNCP1637
Simon, H. y Fassnacht, M. (2019). Fundamentals of Price Management. In Price Management (pp. 1-28). Springer. https://doi.org/10.1007/978-3-319-99456-7_1
Steinberg, E. (2020). Big data and personalized pricing. Business Ethics Quarterly, 30(1), 97-117. https://doi.org/10.1017/beq.2019.19
Tang, H. y Chen, Y. (2020). Intelligent Pricing Strategies in the Graphic Design Industry. In Handbook of Research on Human-Computer Interfaces and New Modes of Interactivity (pp. 129-151). IGI Global.
Tapia Mendoza A. (2007), Hacia una definición del diseño gráfico, Encuadre, revista de la enseñanza de diseño gráfico, octubre 2006-abril 2007, Asociación Mexicana de Escuelas de Diseño Gráfico. URL: https://www.google.com/url?sa=i&url=https%3A%2F%2Fencuadre.org%2Fwpcontent%2Fuploads%2F2013%2F10%2Ftapia_alejandro_definicion_dg.pdf&psig=AOvVaw0AZCOiso9nWFn8ZoU3oKu&ust=1711407931977000&source=images&cd=vfe&opi=89978449&ved=0CAgQr5oMahcKEwjQj8mxgo6FAxUAAAAAHQAAAAAQBA
Ulaga, W. (2003). Capturing value creation in business relationships: A customer perspective. Industrial Marketing Management, 32(8), 677-693. https://doi.org/10.1016/j.indmarman.2003.06.008
WEF (World Economic Forum). (2016). The Future of Jobs Employment, Skills and Workforce Strategy for the Fourth Industrial Revolution. Davos, Suiza, 167Pp.
Zeithaml, V., Bitner, M. y Gremier, D. (2006). Service Marketing: Integrating Customer Focus Across The Firm. IrwinMcGraw-Hill.
Zhang, T., Zhao, D., Zhang, W. y He, X. (2021). Fixed-price diffusion mechanism design. In PRICAI 2021: Trends in Artificial Intelligence: 18th Pacific Rim International Conference on Artificial Intelligence, PRICAI 2021, Hanoi, Vietnam, November 8-12, 2021, Proceedings, Part I 18 (pp. 49-62). Springer International Publishing.
Comments
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
Copyright (c) 2024 Pensamiento Actual