Which marketplace concept suggests that if a service can be provided for free, it can also be provided for payment?

The concept related to the idea that a service that can be provided for free may also be monetized is embodied in the Brennan and Jaworski market theory. This theory revolves around the notion that services, particularly those that have a public or social benefit, possess the potential to exist in both a free and a paid environment.

The idea suggests that when a service demonstrates viability in a free marketplace—often through community support, volunteer effort, or subsidization—this same service can be structured to operate on a commercial basis where payment is involved. This flexibility reflects the dynamic nature of markets, where value can be assessed differently based on context and infrastructure. In this framework, the different perceptions and values ascribed to services underpin their availability in both free and paid formats.

The other options do not capture the dual nature of service provision in a way that aligns with the concept presented. For instance, the Free Enterprise Zone focuses on business regulations and economic incentives rather than on the pricing dynamics of services. The Market of Necessities typically refers to essential goods and their accessibility rather than providing insight into service pricing. The Civic Market pertains to community and civic engagement rather than the economic principles underlying the pricing of services and the free versus paid paradigm.