Value Based Pricing

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Master Dissertation

Surname: Nicolas Name: Bresch

Subject:
Value Based Pricing: How companies can use their final customers’ perceived value in a business to business market?

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Table of content:

1.1 Background of the study ............................................................................................................... 4 1.2 Research question......................................................................................................................... 7 2.1 Research philosophy and approach .............................................................................................. 9 2.2 Research methods ........................................................................................................................ 9 2.2.1 Literature review.................................................................................................................. 11 2.2.2 Real life observation study................................................................................................... 11 2.2.3 Theory development and literature comparison ................................................................. 12 2.3 Data collection method............................................................................................................... 13 2.3.1 Primary source ..................................................................................................................... 13 2.3.2 Secondary source data ......................................................................................................... 21 2.4 Data analysis method Erreur ! Signet non défini. .................................................................... 21 Chapter 3 Literature review .................................................................................................................. 23 3.1. A Definition of Price ................................................................................................................... 23 3.2 The impact of Price: A debate ..................................................................................................... 24 3.3 Pricing methodologies ................................................................................................................ 27 3.2.1 Competition-Based Pricing................................................................................................... 27 3.2.2 Customer-Based Pricing ....................................................................................................... 28 3.2.3 Cost-Based Pricing................................................................................................................ 28 3.2.4 Value-Based Pricing: Definition............................................................................................ 30 3.2.5 Value-Based Pricing: methodology ...................................................................................... 31 3.3 Customer perceived value .......................................................................................................... 33 3.4 Stat of the art .............................................................................................................................. 34 3.4 Implementing a Value based pricing strategy: the Hinterhuber approach (2004) ..................... 37 3.4.1 Define pricing objective ....................................................................................................... 38 3.4.2 Analyse key elements of pricing decisions........................................................................... 38 3.4.3 Select a profitable price range ............................................................................................. 39 3.4.4 Implement the price changes .............................................................................................. 39 4.1. A variety of market...
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