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Títol: A value-based pricing system for strategic co-branding goods
Autor: Chang WL (Chang Wei-Lun)
Referència: KYBERNETES
Volum: 37 Issue: 7
Pàgines: 978-996
Any: 2008
Codi ISBN/ISSN: 0368-492X
Tipus de document: Article
Paraules clau: Cybernetics; Pricing; Decision making; Cooperative marketing
Idioma: Anglès
Resum: Purpose - This paper seeks to propose a novel pricing system for co-branding goods by utilizing perceived value, which employs prospect theory (PT) and mental accounting to acquire the consumer´s perceived value and to estimate an appropriate price.Design/methodology/approach - The approach taken is design science, an artifact of automatic pricing system for co-branding goods.Findings - The results reveal that PT is superior to expected utility theory in terms of adjusted perceived prices and decision weight probabilities.Practical implications - This paper aims to provide clues for industries in terms of providing a customer-centric pricing method, systematic and automatic approach, and pricing-based strategic information system.Originality/value - The proposed pricing method: applies value-based method to estimate the co-brand price, considers risk and real-world decision making, provides an efficient and effective approach, and enhances the competitiveness of price through the system.
Adreça: Tamkang Univ, Dept Business Adm, Taipei, Taiwan E-mail Addresses: wlchang@mail.tku.edu.tw