A Value-based Pricing System for Strategic Co-branding Goods

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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:	[Graduate Institute & Department of Business Administration] Journal Article

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