The conceptualization of value-based pricing in industrial firms

被引：30

作者：

Liozu S.M. ^{[1
]}

Hinterhuber A. ^{[2
]}

Boland R. ^{[1
]}

Perelli S. ^{[1
]}

机构：

[1] Weatherhead School of Management, Case Western Reserve University, Cleveland, OH

[2] Hinterhuber and Partners and Bocconi University, Milano

来源：

Journal of Revenue and Pricing Management | 2012年 / 11卷 / 1期

关键词：

industrial firms; managerial cognition; pricing; value-based pricing;

D O I：

10.1057/rpm.2011.34

中图分类号：

学科分类号：

摘要：

The current literature is largely silent on how executives interpret the concept of value-based pricing. Although only a minority of companies adopts value-based pricing approaches, little is known about antecedents of alternative pricing approaches. We suggest this may be because of the fact that few professionals possess an understanding of value-based pricing, which is both academically rigorous as well as practically relevant. Our interviews with 44 executives in 15 US industrial firms show that those practicing value-based pricing interpret customer value in ways fully consistent with the current academic literature. Those practicing cost-or competition-based pricing, however, show a poor understanding of value-based pricing, which may explain why their companies practice cost-or competition-based approaches. © 2012 Macmillan Publishers Ltd.

引用

页码：12 / 34

页数：22

共 53 条

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