When Customers Help Set Prices

MIT Sloan Management Review, Vol. 55, Issue 4, pp. 57-64, 2014

Posted: 24 Apr 2013 Last revised: 26 Jun 2014

See all articles by Marco Bertini

Marco Bertini

ESADE - Ramon Llull University

Oded Koenigsberg

London Business School - Department of Marketing

Date Written: July 17, 2014

Abstract

To many managers, the idea of involving customers in pricing decisions seems counterproductive. For most companies, pricing is a sensitive, private affair. But it may be time to reexamine those ideas. Letting customers have input on prices provides opportunities for customization and can promote greater customer engagement. Opening up customer participation also offers a way for companies to create a new sense of excitement.

Keywords: pricing, marketing strategy, business-process outsourcing, price discrimination

Suggested Citation

Bertini, Marco and Koenigsberg, Oded, When Customers Help Set Prices (July 17, 2014). MIT Sloan Management Review, Vol. 55, Issue 4, pp. 57-64, 2014. Available at SSRN: https://ssrn.com/abstract=2255904 or http://dx.doi.org/10.2139/ssrn.2255904

Marco Bertini (Contact Author)

ESADE - Ramon Llull University ( email )

Avinguda de la Torre Blanca, 59
Sant Cugat del Vall├Ęs, 08172
Spain

Oded Koenigsberg

London Business School - Department of Marketing ( email )

Sussex Place
Regent's Park
London, NW1 4SA
United Kingdom

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