DIGITAL ECONOMICS: HOW INFORMATION TECHNOLOGY HAS TRANSFORMED BUSINESS THINKING
Book ID/图书代码： 05410007B17420
English Summary/英文概要： The digitization of such traditional goods as books, music, and movies, in combination with "traditional" digital productions like software, has given rise to new twists and turns in economic arguments. McKenzie describes how the advent of digital goods has forced changes in firms’ production and pricing strategies, and how it has led to the reassessment of an array of public policies, from privacy to piracy.
Chinese Summary/中文概要： 傳統商品的數位化，已經引發新的經濟辯論，如書本、音樂、電影結合軟體。主要的原因在於，這些經濟理論中的數位導向發展品通常以”網路效果”呈現，也就是說顧客利益隨著部份商品的廣泛使用而成長，且數位產品通常具有較低甚至微不足道的複製成本。作者詳述數位商品的到來，將如何迫使公司產品與價格策略的改變，以及如何導致諸多公共政策的重新考量，同時也探討隱私權與盜版方面的議題。
Awards/获奖情况：“Nobel laureate Robert Solow’s observation that "you can see the computer revolution everywhere but in the productivity statistics" touched off a torrent of research on productivity gains from computer usage. Results of that research have been a mixed bag according to McKenzie only recently has there been any indication that computers contribute to increasing productivity. The first part of McKenzie’s book deals with just this problem. He then examines other equally interesting aspects of information technology, introducing new terms (e.g., network effects, network externalities, lagged demands, tipping, dependency, feedback effects, switching costs, lock-ins) as he examines the economic aspects of how digitization has changed the economy and the way business is conducted....Explanations and arguments are accessible to anyone with an introductory economics background. For serious researchers, footnotes and bibliography provide thorough documentation. Highly recommended. Upper-division undergraduate through professional collections.”---Choice
About the Author/作者介绍： RICHARD B. MCKENZIE is the Walter B. Gerken Professor of Enterprise and Society in the Graduate School of Management at the University of California, Irvine, where he teaches courses for MBA students on microeconomics for managers, managing organizational incentives, and digital economics. He is also a regular columnist for Investor’s Business Daily.
Richard D. McKenzie 是加州大學爾灣分校管理研究所企業與社會的教授，他用Walter B. Geken這個名字教授MBA課程，主要課程內容：為經理人所設計的個體經濟學、組織誘因之管理與數位經濟。他也是《投資人商務日報》（Investor’s Business Daily）專欄作家。
Format:HARDCOVER
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