publication . Article . 1994

Optimal Pricing Strategy in Marketing Research Consulting

Chun-Hao Chang; Chi-Wen Jevons Lee;
Open Access
  • Published: 01 Jan 1994 Journal: International Economic Review, volume 35, issue 2 May, pages 463-78
Abstract
This paper studies the optimal pricing scheme for a monopolistic marketing research consultant who sells high-cost proprietary marketing information to her oligopolistic clients in the manufacturing industry. In designing an optimal pricing strategy, the consultant needs to fully consider the behavior of her clients, the behavior of the existing and potential competitors to her clients, and the behavior of her clients' customers. The authors show how the environment uncertainty, the capability of clients' internal research department, and the number of potential clients can affect the optimal pricing scheme. Copyright 1994 by Economics Department of the Universi...
Subjects
free text keywords: Economics and Econometrics, Economics, Economic research, Marketing research, Competitor analysis, Monopolistic competition, Manufacturing, business.industry, business, Marketing, Oligopoly, Microeconomics
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publication . Article . 1994

Optimal Pricing Strategy in Marketing Research Consulting

Chun-Hao Chang; Chi-Wen Jevons Lee;