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Value-based-Pricing für Software in der Praxis

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  • Larbig, Christine
  • Hottiger, Dieter

Abstract

Softwareanbieter verändern stetig durch Upgrades und technologische Entwicklungen wie Software­as ­a­Service ihr Angebotsportfolio. In der Praxis stellen sich Manager die Frage, wie sich der dadurch veränderte Kundennutzen preispolitisch abbilden lässt. Der Artikel veranschaulicht anhand eines Fallbeispiels in der Softwareindustrie, wie sich eine Preis­differenzierung auf Basis des Value­based­Ansatzes bei heterogenen Nutzergruppen realisieren lässt.

Suggested Citation

  • Larbig, Christine & Hottiger, Dieter, 2016. "Value-based-Pricing für Software in der Praxis," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(6), pages 76-83.
    • Handle: RePEc:zbw:hsgmrs:275887
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    References listed on IDEAS

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    3. Ngwenyama, Ojelanki & Guergachi, Aziz & McLaren, Tim, 2007. "Using the learning curve to maximize IT productivity: A decision analysis model for timing software upgrades," International Journal of Production Economics, Elsevier, vol. 105(2), pages 524-535, February.
    4. Niedrich, Ronald W & Sharma, Subhash & Wedell, Douglas H, 2001. "Reference Price and Price Perceptions: A Comparison of Alternative Models," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 339-354, December.
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