CentER

Paul Ingenbleek

Abstract:
The creation of customer value in products and services has proven to be a successful business strategy over the last years. This thesis examines how firms successfully can determine prices for the customer value they create. Taking a general theory of nonprice competition as the starting point, it conceptualizes pricing as a competence that enables a firm to take the financial rewards for creating and sustaining competitive advantage. It describes the processes and decision areas of this competenece. In three empirical projects it examines new product pricing practices of firms and draws relationships with value creation and market orientation. The results have implications for business managers, public policy makers, academic researchers and business educators.