Pricing · Method-development paper with two empirical applications and a simulation study assessing predictive validity, external validity, and robustness.
Value-based pricing in competitive situations with the help of multi-product price response maps
Journal of Business Research · 2017
Summary
WTP-range elicitation can produce choice-probability, profit, revenue, unit-sales, competitor-gap, portfolio, and indecisiveness maps for pricing decisions.
For your marketing
Possible founder application
A practical quantitative framework to test price points, competitor reactions, and packaging/portfolio choices before applying the method to enterprise buyers.
Reported result
What the study found
WTP-range elicitation can produce choice-probability, profit, revenue, unit-sales, competitor-gap, portfolio, and indecisiveness maps for pricing decisions.
Research question
What the authors investigated
How can direct willingness-to-pay ranges for multiple competing products be converted into price-response maps useful for pricing and portfolio decisions?
Design
Method-development paper with two empirical applications and a simulation study assessing predictive validity, external validity, and robustness.
Sample and setting
Empirical examples involving competing consumer goods; the fetched abstract does not report sample sizes. The method is not B2B-specific.
Scope and transfer
Limitations to keep in view
Applications are consumer goods rather than organizational procurement, and direct WTP elicitation may not capture enterprise budget, approval, switching, or procurement constraints.
Research sources
Fetched ScienceDirect publisher article-preview page establishes DOI, authors, journal, method, two empirical examples, simulation, and abstract claims. Firecrawl research job 01a1436c-f86b-77df-af1c-9a2f87e3535e returned this citation and metadata.