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Tatjana Christen
Last Name
Christen
First name
Tatjana
Email
tatjana.christen@unisg.ch
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1 - 2 of 2
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PublicationA structured review on the mechanisms of value-based pricing: towards a conceptual framework for new businesses how to operationalize it in practice( 2024)Pricing is a key lever for increasing the profitability of firms and researchers agree on the superiority of a value-based pricing strategy compared to cost-or competition-based approaches. However, value-based pricing is not yet universally applied in practice-a phenomenon described as the "value-based pricing paradox." To address this discrepancy, we aggregate prior research insights concerning the mechanisms of valuebased pricing and barriers to its implementation (i.e., how to conduct value quantification and how to communicate value to the customer). We then map these barriers to existing solutions and approaches proposed in literature, before developing a conceptual framework to guide new businesses in the operationalization of value-based pricing.Type: journal article
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PublicationTowards a practical approach to value-based pricing: Development and evaluation of the "ROI calculator tool for SaaS Startups" to improve value quantification & value communication( 2024)The software-as-a-service (SaaS) market has experienced significant growth in recent years, with business-to-business (B2B) SaaS companies being particularly attractive to venture capitalists. Profit expectations for startups are high, so optimizing pricing based on customer value is crucial. Many startups may encounter challenges in "wanting" to implement value-based pricing-i.e., they face barriers in the decision-making process such as lacking awareness, understanding, or openness to consider value-based pricing-or in "knowing" how to implement it-i.e., they would like to implement value-based pricing but face barriers related to required capabilities to execute it. This study addresses the second hurdle by developing and evaluating a practice tool to improve value quantification and value communication for B2B SaaS startups.Type: journal article