INTRODUCTION TO THE PRICING STRATEGY AND PRACTICE
INTRODUCTION TO THE
PRICING STRATEGY AND
PRACTICE
Liping Jiang, Associate Professor
Copenhagen Business School
14th December, 2016
Figure source: Scanpix
Open Seminar of the Blue INNOship Project no. 15
Servitization: Creating the market by understanding price, cost, contracts and financing
What is the issue?
Why is it important?
What can be done?
!"
What is the issue?
Why is it important?
What can be done?
#"
Pricing your product
PRICE TOO HIGH
!! Drive customer away
PRICE TOO LOW
!! Limited profit margin
!! Negative effect on how
customer perceives the
product quality
$"
Pricing your service
CHARACTERISTICS
CHALLENGES
!! Intangibility
!!
Underpriced
!! Inseparability
!!
Promised at performance
levels that cannot be
delivered profitably
Insufficient estimation of
costs related to risks
!! Variability
!! Perishability
Source: Avlonitis and Indounas, 2005
!!
%"
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