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“transforming organizations through value-based pricing”
Mindful pricing
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INTRODUCTION
METHODS
FINDINGS
GROUNDED THEORY FINDINGS
DISCUSSION
LIMITATIONS
IMPLICATIONS FOR PRACTICE
& FUTURE RESEARCH
CONTENTS
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1.INTRODUCTION
Three main approaches to pricing
Competition
-based
Cost-based
Value-based
Average adopted rate : 17%
(surveys between 1983 and 2006)
YET
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INTRODUCTION
Semi-structured interviews with 44 managers
of small to medium size US industrial firms
revealed key characteristics.(5)
Historically, the literature is silent about
the consequences of alternative pricing orientations
on overall company performance
how organizational and behavioral characteristics
of industrial firms may affect adoption of pricing orientati…(생략)
2.METHODS
3.FINDINGS
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FINDINGS
Finding 1 : Implementation of value-based pricing requires and organizational champion at the top management level
All of executives in firm using value-based pricing(VBP) were
actively engaged in championing its implementation.
Support and conviction from top leaders was essential
to the VBP adoption.
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FINDINGS
Finding 1 : Implementation of value-based pricing requires and organizational champion at the top management level
Purposefully championed by top executives and
requiring organizational transformation
Described its implementation as a long and
difficult process triggered by a specific stimulus
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FINDINGS
Finding 2 : Mindful champions purposefully focus on the development on front line employee capabilities
Emphasized the importance of training and designed
specific formalized training program
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FINDINGS
Finding 2 : Mindful champions purposefully focus on the development on front line employee capabilities
Differen
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