Framework

Three forces behind subscription growth

The question it answers

When weighing a move to subscription selling, what should a business owner understand about the technology, customer preferences and business benefits driving its spread?

Origin
McCarthy, Fader and Hardie, 2017
Diagram type
Comparison table
Level of analysis
Industry
Topics
Entrepreneurship & innovation
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Diagram

Three forces behind subscription growth

CriterionWhat changes
TechnologyDigital platforms, distribution at scale, personalisation
Customer preferencesConvenience, affordable pricing, customisation
Business benefitsPredictable revenue, retention

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. McCarthy, D.M., Fader, P.S. and Hardie, B.G.S. (2017) ‘Valuing subscription-based businesses using publicly disclosed customer data’, Journal of Marketing, 81(1), pp. 17–35.doi:10.1509/jm.15.0519Source page