Core Function—Pricing: What Is the Optimal Price and How Can It Be Determined?

Andreas Krämer, Thomas Burgartz and Christina Muzzu
Additional contact information
Andreas Krämer: exeo Strategic Consulting AG
Thomas Burgartz: University of Europe for Applied Sciences
Christina Muzzu: University of Europe for Applied Sciences

Chapter 5 in Customer Value-centered Management, 2025, pp 99-126 from Springer

Abstract: Summary Price is a key lever for companies to ensure their long-term survival by generating profits. To avoid mistakes in pricing decisions, the best possible understanding of price-sales relationships is required. The basis for this is knowledge of which prices target segments or individual customers are willing to pay. This parameter thus becomes an essential core element of value-oriented management. Under VUCA (volatility-uncertainty-complexity-ambiguity) conditions, methods that can provide fast and valid results on price-sales effects at adequate costs are particularly preferable. The PSM-Plus instrument is a method based on long-established price research instruments. In addition to optimizing price levels, there are also opportunities to influence price perception and ultimately stimulate demand by changing the way prices are presented.

Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90497-4_5

Ordering information: This item can be ordered from
http://www.springer.com/9783031904974

DOI: 10.1007/978-3-031-90497-4_5

Access Statistics for this chapter

More chapters in Future of Business and Finance from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().