The same bottle of water can be ordinary in a supermarket, premium at an airport, and almost luxurious on a plane, not because the water has changed but because its context has. Value in the digital economy operates in a similar manner, shaped by positioning, scarcity, trust, convenience, and the na
```
Members Only
Login or create an account to continue
This article is available to registered BusinessDay readers. Please login if you already have an account, or create a new account to continue reading.
New to BusinessDay? Register now and start reading.
```
