从过程价值的角度出发对集成的客户方案进行定价
(0) Integrating products and services to customized solutions can help firms to differentiate from their competitors. In practice，however，various companies fall short in extracting value from their customers. Therefore this paper focuses on pricing aspects as central means for value appropriation in the context of solutions. Following the resource-based view of the firm，we adopt a process-oriented perspective on pricing practices in order to identify crucial factors and activities. Based on 15 in-depth interviews with practitioners from various industries we derive six steps of a price management process for value appropriation in the context of solution selling and present critical activities and routines within each step.
企业营销 客户价值 过程集成 定价机制 服务定制
Sebastian Bonnemeier Ferdinand Burianek Ralf Reichwald
TUM Business School,Institute for Information Organization and Management,Munich 80804
国内会议
北京
中文
15
2009-05-14（万方平台首次上网日期，不代表论文的发表时间）