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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/50420

    Title: A Value-based Pricing System for Strategic Co-branding Goods
    Authors: 張瑋倫;Chang, Wei-lun
    Contributors: 淡江大學企業管理學系
    Keywords: Cybernetics, Pricing, Decision making, Cooperative marketing
    Date: 2008-01-01
    Issue Date: 2010-08-09 17:07:13 (UTC+8)
    Publisher: Emerald
    Abstract: 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.
    Relation: Kybernetes 37(7), pp.978-996
    DOI: 10.1108/03684920810884360
    Appears in Collections:[企業管理學系暨研究所] 期刊論文

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