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Premium pricing orientation and its ...
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Indiana University., Business.
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Premium pricing orientation and its drivers.
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
Premium pricing orientation and its drivers./
作者:
Rusetski, Alexander.
面頁冊數:
79 p.
附註:
Advisers: Daniel C. Smith; Jonlee Andrews.
Contained By:
Dissertation Abstracts International68-09A.
標題:
Business Administration, Marketing. -
電子資源:
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3277969
ISBN:
9780549214274
Premium pricing orientation and its drivers.
Rusetski, Alexander.
Premium pricing orientation and its drivers.
- 79 p.
Advisers: Daniel C. Smith; Jonlee Andrews.
Thesis (Ph.D.)--Indiana University, 2007.
Traditionally, pricing strategies have been studied with the assumption that they are selected rationally by managers, and that selection is driven strictly by competitive situation. On the other hand, it has been demonstrated times and again that managerial decisions are seldom perfectly rational: made under pressure and with incomplete and imperfect information they can be influenced by managers' personal predispositions. As important as pricing decisions are, little has been done to explain how personal predispositions affect pricing decisions, much less to look into possible drivers of these predispositions.
ISBN: 9780549214274Subjects--Topical Terms:
1017573
Business Administration, Marketing.
Premium pricing orientation and its drivers.
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Premium pricing orientation and its drivers.
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Source: Dissertation Abstracts International, Volume: 68-09, Section: A, page: 3973.
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Traditionally, pricing strategies have been studied with the assumption that they are selected rationally by managers, and that selection is driven strictly by competitive situation. On the other hand, it has been demonstrated times and again that managerial decisions are seldom perfectly rational: made under pressure and with incomplete and imperfect information they can be influenced by managers' personal predispositions. As important as pricing decisions are, little has been done to explain how personal predispositions affect pricing decisions, much less to look into possible drivers of these predispositions.
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This study measures pricing predispositions, specifically premium pricing orientation, and looks into organizational and market factors that affect it. Premium pricing orientation is defined as the extent to which managers are comfortable with charging price premiums not justified by product's benefits.
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Results of the survey of 88 brand managers indicate that practitioners are significantly more comfortable with charging price premiums in organizations characterized by adhocracy culture and longer intervals between promotions. Premium pricing orientation is lower when managers perceive competitive environment as hostile. While it is reasonable to expect that the stronger the brand the more comfortable brand managers will be with charging price premiums, the data suggests that this relationship is not linear, and managers of the strongest brands tend to be more careful.
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These findings have the potential to explain different levels of price premiums charged by brands in seemingly similar situations, but more importantly, this knowledge can be used to improve the quality of pricing decisions by adjusting organizational characteristics that are within top managers' control.
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http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3277969
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