The conceptualization of value-based pricing in industrial firms

Journal of Revenue and Pricing Management 

How do executives in industrial markets understand "value based pricing"? We interview managers in firms with a value-based, a cost-based and a competition-based pricing orientation and find that executives in the latter two companies typically fail to understand what value-based pricing is. A failure to fully understand value-based pricing may thus explain why cost-based and competition-based pricing are still the dominant pricing approaches.  




This framework highlights how decisions about purchase prices by customers and price setting decisions by managers consistently violate rational choice principles.
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