The rise of online learning raises questions about the price we put on education
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“If a regular book is worth HK$100 (Rs978), how much would you pay for the equivalent e-book?” I ask undergraduates and MBA students this question in my introductory marketing classes at the beginning of the session on pricing.
Responses usually settle at around HK$20, an imputed value that is 80% lower. A little probing reveals that the underlying reasons mostly relate to manufacturing, transport, and storage costs.
I then ask whether they would prefer a regular book or an e-book, and why. Most students usually prefer e-books, because of convenience, ease of storage, and sustainability.
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