Mecanismos de fijación de precios en la captura de valor del diseño gráfico
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| Autores: | , |
|---|---|
| Formato: | artículo original |
| Estado: | Versión publicada |
| Fecha de Publicación: | 2024 |
| Descripción: | 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. |
| País: | Portal de Revistas UCR |
| Institución: | Universidad de Costa Rica |
| Repositorio: | Portal de Revistas UCR |
| Lenguaje: | Español |
| OAI Identifier: | oai:portal.ucr.ac.cr:article/60228 |
| Acceso en línea: | https://revistas.ucr.ac.cr/index.php/pensamiento-actual/article/view/60228 |
| Palabra clave: | graphic design strategy value price freelance diseño gráfico estrategia valor precio |