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Preisgestaltung Im Neuproduktkontext: Eine Analyse Der Kundenwahrnehmungen Und Des Organisationalen Entscheidungsprozesses
Paperback
Series: Schriftenreihe Des Instituts Für Marktorientierte Unternehme
Business GeneralManagementMarketing
ISBN13: 9783658081164
Publisher: Springer Gabler
Published: Dec 1 2014
Pages: 151
Weight: 0.51
Height: 0.40 Width: 5.83 Depth: 8.27
Language: German
Sven Feurer stellt drei empirische Studien zur Preisgestaltung von Neuprodukten vor. Die ersten beiden Studien basieren auf Laborexperimenten mit Kunden, um kundenseitige Wahrnehmung von Einführungspreisen von Neuprodukten zu untersuchen. In der dritten Studie wird anhand von Daten aus einer branchenübergreifenden Managerbefragung die Entwicklung von Preisstrategien in sogenannten Pricing-Teams untersucht.
Das Institut für Marktorientierte Unternehmensführung (IMU) wurde 1999 an der Universität Mannheim neu konstituiert. Es versteht sich als Plattform für anwendungsorientierte Forschung sowie als Forum des Dialogs zwischen Wissenschaft und Praxis. Ziel dieser Schriftenreihe ist es, wissenschaftliche Erkenntnisse zu publizieren, die für die marktorientierte Unternehmensführung von Bedeutung sind.
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