The conceptualization of pricing schemes: From product-centric to customer-centric value approaches
Eduard Stoppel () and
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Eduard Stoppel: University of Kaiserslautern
Stefan Roth: University of Kaiserslautern
Journal of Revenue and Pricing Management, 2017, vol. 16, issue 1, 76-90
Abstract Using different conceptualizations of value, the literature provides various approaches to value-based pricing. Against this background, this article examines the suitability of product-centric and customer-centric pricing schemes for a value-based pricing strategy. In this context, we elaborate a conceptualization of the term “pricing scheme” and provide a classification of different kinds of product- and customer-centric pricing schemes by means of their measurement unit. The focus of this article is on analyzing innovative customer-centric pricing schemes and their consequences. To support our analysis, we examine case studies and conduct expert interviews to gain insights into the experience of executive marketing managers using customer-centric pricing schemes successfully. The results show that customer-centric pricing schemes are more aligned with the customer’s value-in-use, they shift the revenues from transactions to the customer’s usage phase, and they are useful to strengthen the relationship between customer and provider.
Keywords: usage-based pricing; pay-per-use; value co-creation; value-in-use; pricing model; customer solutions (search for similar items in EconPapers)
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