The Critical Role of Digital Rights Management Processes in the Context of the Digital Media Management Value Chain

The Critical Role of Digital Rights Management Processes in the Context of the Digital Media Management Value Chain

Margherita Pagani (Bocconi University, Italy)
DOI: 10.4018/978-1-59904-937-3.ch235
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Abstract

This paper set out to analyze the impact generated by the adoption of Digital Rights Management (DRM) processes on the typical Digital Media Management Value Chain activities and try to analyze the processes in the context of the business model. Given the early stage of the theory development in the field of DRM the study follows the logic of grounded theory (Glaser and Strauss, 1967) by building the research on a multiple-case study methodology (Eisenhardt, 1989). The companies selected are successful players which have adopted DRM processes. These companies are Endemol, Digital Island, Adobe Systems, Intertrust, and the Motion Picture Association. In this paper we provide in-depth longitudinal data on these five players to show how companies implement DRM processes. Twelve DRM solution vendors are also analyzed in order to compare the strategies adopted. After giving a definition of Intellectual Property and Digital Rights Management (section 1) the paper provides a description of the typical Digital Media Management Value Chain Activities and players involved along the different phases examined (section 2). An in-depth description of Digital Rights Management processes is discussed in section 3. Digital Rights Management processes are considered in the context of business model and they are distinguished into content processes, finance processes and Rights Management processes. We conclude with a discussion of the model and main benefits generated by the integration of digital rights management and propose the most interesting directions for future research (section 4).

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