University of Twente Student Theses
The extent that manufacturing small-and-medium sized firms apply value-based pricing for their products
Woznicki, S.A. (2019) The extent that manufacturing small-and-medium sized firms apply value-based pricing for their products.
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| Abstract: | The purpose of this study is to discover the extent that manufacturing small-and-medium sized firms apply value-based pricing for their products. In doing so, how the firms apply VBP and which obstacles they face have been revealed. The literature indicates that the usage of value-based pricing is superior compared to other pricing strategies such as competition-based pricing and cost-based pricing. This study uses an exploratory approach with semi-structured interviews. 17 firms were interviewed and the data was analysed with open coding. The results of this study indicate that most of the firms apply a combination of value-based pricing with another pricing strategy. In general, there are many methods in how the firms apply value-based pricing. The most often named methods are communication with the customer, using quality as a factor and discovering the latent needs of the customer. The extent that the firms apply value-based pricing is various. The usage of value-based pricing is dependent on the situation. This study further imparts with theoretical contributions that indicate that the pricing strategy is dependent on the situation and sheds light on a new area of research, the usage and application of a combination of pricing strategies within small-and-medium sized firms. |
| Item Type: | Essay (Master) |
| Clients: | Samsung, Amsterdam, The Netherlands |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/78024 |
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