Towards value-based pricing - An integrative framework for decision making

被引:153
作者
Hinterhuber, A
机构
[1] 6020 Innsbruck
关键词
value-based pricing; cost volume profit; economic value analysis;
D O I
10.1016/j.indmarman.2003.10.006
中图分类号
F [经济];
学科分类号
02 ;
摘要
Despite a recent surge of interest, the subject of pricing in general and value-based pricing in particular has received little academic investigation. Yet, pricing has a huge impact on financial results, both in absolute terms and relative to other instruments of the marketing mix. The objective of this paper is to present a comprehensive framework for pricing decisions which considers all relevant dimensions and elements for profitable, and sustainable pricing decisions. The theoretical framework is useful for guiding new product pricing decisions as well as for implementing price-repositioning strategies for existing products. The practical application of this framework is illustrated by a case study involving the pricing decision for a major product launch at a global chemical company. (C) 2003 Elsevier Inc. All rights reserved.
引用
收藏
页码:765 / 778
页数:14
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