The implementation of value-based pricing is still scarce, especially in the manufacturing industry. However, with the growing number of digital offerings in this industry and the shift towards customer centricity, the need for a new pricing method is clear. Even though there are several frameworks for value-based pricing, professionals at manufacturing companies do not know how to implement this pricing method within their own organization. It is apparent that the existing frameworks are not applicable for digital products in the manufacturing industry. Therefore, a new practical and easy-to-use framework needs to be developed. This paper gives an overview of the current research regarding value-based pricing and digital products in the manufacturing industry. Then the methodology is explained, which focuses on insights from industry experts. Consequently, the result, a framework with main factors for value-based pricing is introduced and discussed. The last chapter finishes with concluding remarks and an outlook on further research.

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Towards a Framework for Value-Based Pricing of Digital Products in the Manufacturing Industry

  • Regina Schrank,
  • Günther Schuh

摘要

The implementation of value-based pricing is still scarce, especially in the manufacturing industry. However, with the growing number of digital offerings in this industry and the shift towards customer centricity, the need for a new pricing method is clear. Even though there are several frameworks for value-based pricing, professionals at manufacturing companies do not know how to implement this pricing method within their own organization. It is apparent that the existing frameworks are not applicable for digital products in the manufacturing industry. Therefore, a new practical and easy-to-use framework needs to be developed. This paper gives an overview of the current research regarding value-based pricing and digital products in the manufacturing industry. Then the methodology is explained, which focuses on insights from industry experts. Consequently, the result, a framework with main factors for value-based pricing is introduced and discussed. The last chapter finishes with concluding remarks and an outlook on further research.