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The "Pay What You Want'' Pricing Policy: Power Sharing or Communication Action?

Dekhili, Sihem; Ghesquiere, Chantal Connan

Abstract:
The academic literature focusing on consumer empowerment has studied the issue of the product (co-creation, co-innovation), the brand (brand community, consumer's tributes), the communication (lead users) and the consumer work. However, it is surprising to note that little attention has been given to the consumer participation to price setting, and particularly to the 'Pay What You Want (PWYW)' pricing mechanism.
Although researchers do not examine this issue, a number of enterprises have adopted this new pricing policy.
Recently, several reports and newspaper articles have largely evoked this subject by describing it as innovative and as a marketing tool (remedy to the purchasing power crisis, setting a fair price, regaining customers ...).
... mehr

Abstract (englisch):
The academic literature focusing on consumer empowerment has studied the issue of the product (co-creation, co-innovation), the brand (brand community, consumer's tributes), the communication (lead users) and the consumer work. However, it is surprising to note that little attention has been given to the consumer participation to price setting,
and particularly to the 'Pay What You Want (PWYW)' pricing mechanism.
Although researchers do not examine this issue, a number of enterprises have adopted this new pricing policy.
Recently, several reports and newspaper articles have largely evoked this subject by describing it as innovative and as a marketing tool (remedy to the purchasing power crisis, setting a fair price, regaining customers ...).
... mehr

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Volltext §
DOI: 10.5445/KSP/1000038784/03
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Informationswirtschaft und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Publikationsjahr 2014
Sprache Englisch
Identifikator ISSN: 2198-8005
urn:nbn:de:swb:90-415535
KITopen-ID: 1000041553
Erschienen in Customer & Service Systems
Band 1
Heft 1
Seiten 25--29
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KIT – Die Forschungsuniversität in der Helmholtz-Gemeinschaft
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