University of Twente Student Theses
The mediating effect of pricing on the link between value-based principles and commercialization success : A look at Dutch and German SMEs.
Slok, N.B.R. (2018) The mediating effect of pricing on the link between value-based principles and commercialization success : A look at Dutch and German SMEs.
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| Abstract: | Purpose – This paper aims to further explore the relation between value-based principles and commercialization success by looking at the mediating effect of pricing in SMEs. It is proposed that although SMEs understand the added value of value-based principles and pricing, they lack the knowledge or resources to implement a successful value-based pricing strategy. Design/methodology/approach – The study consists of a mixed method approach, using both a survey and semi-structured interviews with participants from Dutch and German production SMEs. Findings – The findings of this research are that value-based pricing does lead to increased commercialization success. However, SMEs prefer to use a cost-based pricing strategy rather than a value-based pricing strategy, even when applying value-based principles. This is due to a lack of knowledge and research capabilities in SMEs to fully understand customer value, which is partially compensated for through customer involvement in the commercialization process. There appears to be a mediating effect of value-based pricing observed by the managers, but this is not supported by the quantitative data. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/76176 |
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