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
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
收藏
页码:12 / 34
页数:22
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