publication . Bachelor thesis . 2015

How to succeed with value-based pricing : A case study of how a Swedish OEM is working with price strategy in the context of globalization

HANNAH BJÖRK, HANNAH; FORSBERG, LINA;
Open Access English
  • Published: 01 Jan 2015
  • Publisher: KTH, Organisation och ledning
  • Country: Sweden
Abstract
In today’s world, change is faster than ever with rapid technological development and increasing global competition. The effects of globalization have led to more intense international competition when competitors originate from different parts of the world. Thanks to the use of new information technology, transparency has increased and made it possible for customers to compare products and prices between suppliers and prices in different markets and also buy cross-border. This puts pressure on companies to differentiate and develop their competitive advantage. Pricing could be such an advantage. Organizations need to develop pricing strategies well adapted to m...
Subjects
free text keywords: Value-based pricing strategy, pricing process, pricing strategy, OEM, MNC, globalization
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Graph 1. Competition in the different markets. ............................................................................51   Graph 2. GI's perceived market share in different markets...........................................................52   Graph 3. How the CC's are affecting the price for global customers............................................54   Graph 4. How the CCs perceive that the prices in the ARP-list are aligned.................................58   Graph 5. The most commonly used pricing strategies when creating the local price list. ............61   Graph 6. How the ARP-list is used at the CCs when creating the local price list. .......................62   Graph 7. Main reasons for giving discounts to customers. ...........................................................65   Graph 8. Customer priorities. ........................................................................................................65   Graph 9. Provided support from the division to the CCs. .............................................................68   22. How can your CC affect the price for global customers? (Multiple Choice) o Can not affect o Frequent discussion with Global Key Account Managers about the price o Depends on the Global Key Account Manager o No answer

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