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Mythos Value-Based-Pricing - Der Versuch einer (wertfreien) Einordnung

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  • Krämer, Andreas
  • Schmutz, Iris

Abstract

Die Eckpunkte Kosten, Konkurrenz und Kunde ("3-C"-Pricing: Costs, Competition, Customer) werden für die Fragestellung einer "optimalen Preisfindung" meist nur nebeneinander und eher isoliert dargestellt. In diesem Zusammenhang wird das Value-Based-Pricing oft als überlegener Ansatz herausgestellt. Tatsächlich liegen – insbesondere in Zeiten dynamisch veränderter Rahmenbedingungen – eine Reihe von Wechselwirkungen und Abhängigkeiten vor, die eine isolierte Sicht verbieten und gleichzeitig einen integrierten Ansatz fordern.

Suggested Citation

  • Krämer, Andreas & Schmutz, Iris, 2020. "Mythos Value-Based-Pricing - Der Versuch einer (wertfreien) Einordnung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(2), pages 44-53.
    • Handle: RePEc:zbw:hsgmrs:276080
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    References listed on IDEAS

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    1. Bergers, Dominic & Faßnacht, Martin, 2017. "Debiasing Strategies in the Price Management Process," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(6), pages 50-58.
    2. Jiwoong Shin & K. Sudhir & Dae-Hee Yoon, 2012. "When to "Fire" Customers: Customer Cost-Based Pricing," Management Science, INFORMS, vol. 58(5), pages 932-947, May.
    3. Dirk Totzek & Sascha Alavi, 2010. "Professionalisierung des Preismanagements auf Business-to-Business-Märkten: Die Rolle der Marktorientierung und der Unternehmenskultur," Schmalenbach Journal of Business Research, Springer, vol. 62(5), pages 533-562, August.
    4. Steve Buchheit & Nick Feltovich, 2011. "Experimental Evidence Of A Sunk‐Cost Paradox: A Study Of Pricing Behavior In Bertrand–Edgeworth Duopoly," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 52(2), pages 317-347, May.
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