Increasingly, industrial sellers offer supplementary services to their core product. Generally, the problem occurs of choosing the right services, setting prices and making the decision whether to bundle the product with the services. We present a conjoint approach to support the managerial decision process by measuring the WTP for respectively the bundle, and the separate bundle elements.
CITATION STYLE
Sichtmann, C., & Wilken, R. (2015). Customer-Oriented Selection and Pricing of Supplementary Services in Business Markets. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 92–96). Springer Nature. https://doi.org/10.1007/978-3-319-11761-4_41
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