(scholarlykitchen.sspnet.org): As scholarly communications begins to move into new areas — into author-pays open access repositories, into linked data, into ebooks with embedded video, into short-form works — the argument for thinking of each product on its own, as a stand-alone product, diminishes. The strategy for maintaining economic control of the various products and services as they participate fully in Web interactions is to assert the brand everywhere, creating a marketing network that parallels the underlying technical network of the Internet.
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