Dominik Ebinger

intern

Suppliers and customers often have different impressions about a fair price. These differences in perception can especially occur when customers are subject to cost-oriented thinking und suppliers aim to implement a value-based price. Töytäri et al. (2015, p. 59) even describe cost-based pricing as an “institutionalized norm” from which it is not appealing to deviate. This leads to questions about the fairness of value-based questions in general: For example, is it fair if companies use value-based prices that are much higher than their costs? What could companies do to increase the fairness perceptions of their customers?

Even when both, supplier and customer see value-based pricing as a legitimate way to set prices, there are further questions that could be asked: What is a fair way to share the value created?

This thesis comprises the following points:

1. Identifying an exciting research question on fairness and value-based pricing
2. Developing of a research model
3. Testing of the research model in an experiment

If you are interested, please do not hesitate to contact me.

Literature:

• Anderson, James C.; Wouters, Marc J. F.; van Rossum, Wouter (2010): Why the highest price isn’t the best price. In MIT Sloan Management Review 51 (2), p. 69.
• Anderson, James C.; Wynstra, Finn (2010): Purchasing Higher-Value, Higher-Price Offerings in Business Markets. In Journal of Business-to-Business Marketing 17 (1), pp. 29–61. DOI: 10.1080/10517120903000363.
• Hinterhuber, Andreas (2004): Towards value-based pricing—An integrative framework for decision making. In Industrial Marketing Management 33 (8), pp. 765–778. DOI: 10.1016/j.indmarman.2003.10.006.
• Ingenbleek, Paul; Debruyne, Marion; Frambach, Ruud T.; Verhallen, Theo M. M. (2003): Successful New Product Pricing Practices: A Contingency Approach. In Marketing Letters 14 (4), pp. 289–305. DOI: 10.1023/B:MARK.0000012473.92160.3d.
• Töytäri, Pekka; Rajala, Risto; Alejandro, Thomas Brashear (2015): Organizational and institutional barriers to value-based pricing in industrial relationships. In Industrial Marketing Management 47, pp. 53–64. DOI: 10.1016/j.indmarman.2015.02.005.