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Preismanagement für Innovationen

In: Aktives Preismanagement

Author

Listed:
  • Sven Reinecke

    (Universität St. Gallen)

  • Laura Johanna Noll

    (Universität St. Gallen)

Abstract

Zusammenfassung Wenn Unternehmen Innovationen lancieren, sind sie mit unterschiedlichen Herausforderungen konfrontiert: Unter Umständen haben sie noch keine klare Vorstellung von der Zielgruppe sowie von der Zielanwendung oder -funktion der neuen Marktleistung. Eventuell ist die Go-to-Market-Strategie noch nicht definiert, und es gibt noch kein Marketing- und Verkaufspersonal. Vor allem aber ist noch kein Preismodell festgelegt, und die Preis-Absatz-Funktion für das innovative Angebot des Unternehmens ist nicht bekannt.

Suggested Citation

  • Sven Reinecke & Laura Johanna Noll, 2023. "Preismanagement für Innovationen," Springer Books, in: Aktives Preismanagement, chapter 0, pages 53-65, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42288-2_5
    DOI: 10.1007/978-3-658-42288-2_5
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