Should ITHAKA prioritize expanding JSTOR's open access content to increase accessibility or focus on premium subscriptions to boost revenue?

Introduction

The trade-off between expanding JSTOR's open access content and focusing on premium subscriptions presents a critical decision point for ITHAKA. This scenario pits the mission of increasing accessibility against the need for revenue growth. I'll analyze this trade-off by examining the product ecosystem, stakeholder impacts, and potential outcomes, ultimately providing a data-driven recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm assuming JSTOR is facing pressure to increase both accessibility and revenue. Could you provide more context on the current market dynamics and competitive landscape for academic content platforms?

Why it matters: Helps understand external pressures and opportunities Expected answer: Increasing competition from open access platforms Impact on approach: Would influence the urgency of expanding open access offerings

• Business Context: Based on ITHAKA's nonprofit status, I'm thinking the revenue focus might be about sustainability rather than profit maximization. How does JSTOR's revenue model currently balance open access and premium subscriptions?

Why it matters: Clarifies the current business model and potential for change Expected answer: Premium subscriptions form the majority of revenue, with some open access content Impact on approach: Would inform the feasibility of expanding open access without compromising financial stability

• User Impact: I'm assuming JSTOR serves diverse user groups including students, researchers, and institutions. Can you elaborate on which user segments are most affected by this decision?

Why it matters: Helps prioritize user needs and potential impacts Expected answer: Researchers from less-funded institutions would benefit most from open access Impact on approach: Would guide the targeting of open access expansion

• Technical Feasibility: Considering the existing infrastructure, how challenging would it be to significantly expand open access content while maintaining premium offerings?

Why it matters: Assesses the technical constraints and resources required Expected answer: Moderate difficulty, requiring updates to content management systems Impact on approach: Would influence the timeline and resource allocation for implementation

• Timeline: Given the current market trends, how urgent is this decision? Are we looking at a short-term pivot or a long-term strategic shift?

Why it matters: Determines the scope and pace of potential changes Expected answer: Medium-term strategic decision with implementation over 1-2 years Impact on approach: Would shape the phasing and testing strategy for any changes