Die van Westendorp-Methode: Ein zu Unrecht vernachlässigtes Verfahren zur Ermittlung der Zahlungsbereitschaft?

Reinecke, Sven; Mühlmeier, Silke; Fischer, Peter Mathias

doi:10.15358/0340-1650-2009-2-97

Cited by 15 publications

(22 citation statements)

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“…Kunter, 2016;Lipovetsky et al, 2011). Insbesondere eignet sie sich für neue und innovative Produkte, die auf dem Markt so noch nicht existieren (Chhabra, 2015;Reinecke et al, 2009). Sie ist auf der einen Seite einfachen direkten Befragungen methodisch überlegen (höherer kognitiver Load, dadurch geringerer strategischer Bias).…”

Section: Geschätztes Monatliches Umsatzpotenzial Für Anbieterübergreiunclassified

Money for Nothing and Content for Free?

Wellbrock¹,

Buschow²

2020

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How can journalism be financed sustainably? This remains the key issue for media companies and news start-ups when they develop and establish digital business models. The authors of this book provide a broad overview of the current state of knowledge on paid content, platforms and the willingness to pay in the field of journalism, and present innovative perspectives on novel platform models as well as on the motives and needs of users of digital journalistic content. Based on empirical research, the book explores recommendations for the user-centred development of paid content as well as new perspectives on the willingness to pay in the field of digital journalism, both of which are relevant for academia and media practice.

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Section: Geschätztes Monatliches Umsatzpotenzial Für Anbieterübergreiunclassified

Money for Nothing and Content for Free?

Wellbrock¹,

Buschow²

2020

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“…The point of marginal cheapness (PMC) and point of marginal expensiveness (PME) denote the lowest and highest price of the acceptable price range, respectively. Especially when evaluating new products, the Van-Westendorp analysis is a good choice (Reinecke et al 2009). As with all methods that directly inquire the WTP of consumers, the over-estimation of the importance and thus the amount of the price premium is a drawback of the Van-Westendorp analysis (Reinecke et al 2009).…”

Section: Int J Life Cycle Assessmentioning

confidence: 99%

“…Especially when evaluating new products, the Van-Westendorp analysis is a good choice (Reinecke et al 2009). As with all methods that directly inquire the WTP of consumers, the over-estimation of the importance and thus the amount of the price premium is a drawback of the Van-Westendorp analysis (Reinecke et al 2009). List and Gallet (2001) and found that hypothetical WTP often differs by factors of 1.5 to 3 from real WTP.…”

Section: Int J Life Cycle Assessmentioning

confidence: 99%

Introducing a product sustainability budget at an automotive company—one option to increase the use of LCSA results in decision-making processes

Tarne

Lehmann

Kantner³

et al. 2018

Int J Life Cycle Assess

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Purpose:The assessment and improvement of sustainability impacts of products is integral to achieve sustainable development. A way to assess the impact of a product over its entire life cycle on all three dimensions of sustainability (environment, economy and society) is Life Cycle Sustainability Assessment (LCSA). LCSA suggests to carry out three complementary assessments: Life Cycle Assessment (LCA), Life Cycle Costing (LCC) and Social Life Cycle Assessment (S-LCA). While LCA is widely applied across various industries, the use of LCSA at industrial companies is still scarce. This is, inter alia, due to the challenges in data acquisition in S-LCA and missing support in decision making based on LCSA results as well as their implementation in the decision processes at companies. This thesis aims at remediating these shortcomings to achieve its overarching goal: Increasing the applicability of LCSA to identify and implement product sustainability improvement potential. For this, three research objectives were defined to address the main impediments. First, an approach to select social indicators and to focus primary data collection in S-LCA. Second, a method to interpret LCSA results for decision makers. Third, a mechanism to integrate LCSA based results into product-related decision making at an automotive company. Methods:To put the LCSA framework into practice at an automotive company, it was applied to the component level of a vehicle to assess the impact of every component over its life cycle. In the proposed framework, criticality scores for every LCSA dimension were defined. They were calculated based on the relative performance of a component in the respective LCSA dimension (LCA, LCC and S-LCA) to the rest of the components of the assessed vehicle. This conceptual approach formed the bearing for the integration of the individual research objectives. The three research objectives were addressed in individual publications. The results of these separate papers were combined to increase the applicability of the conceptual approach of the LCSA framework. Multi-Regional Input-Output (MRIO) databases were assessed regarding their possible use to address the first research objective.The findings were applied to enable an assessment of the S-LCA dimension in the LCSA framework.A study on the weighting of sustainability dimensions by decision makers in an automotive company was carried out to tackle the second research objective. The results were used to determine an overall LCSA impact result for every component of a vehicle. To address the third research objective, the customer added value of product sustainability features was investigated. The results were used to create a mechanism that enabled the integration of the assessment results of the LCSA framework alongside other indicators in product-related decision processes at an automotive company. Results:Supply chain analysis based on MRIO analysis did not offer substantial support for focusing primary data collection in S-LCA. Therefore, a material-based appr...

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“…The results can be shown in an example diagram, the answers to the individual questions being aggregated and presented accordingly (Wildner, 2003). To determine the acceptable price range, the inverses of the "cheap" and "expensive" curves are formed and renamed "not cheap" and "not expensive" (Reinecke et al, 2009). The intersection of the two "not cheap" and "too cheap" curves is the price lower limit.…”

Section: Introductionmentioning

confidence: 99%

“…According to Van Westendorp (1976), this price usually represents the median price effectively paid by customers (or the price of the market leader). Moreover, the gap between the indifference price and the optimal price shows the price sensitivity of potential customers; the smaller the difference, the more sensitive the price (Reinecke et al, 2009). According to Reinecke et al (2009), the Van Westendorp method is especially suitable for estimating the price of innovations for which competitors and price expectations do not yet exist.…”

Section: Introductionmentioning

confidence: 99%

Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay

Huettermann¹,

Haefliger

Stallone³

2021

Front. Sports Act. Living

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Swisscom Asport (“Asport”) has set itself the target of covering the entire video process from production to distribution. Its services should be affordable not only for professional sports clubs but also for their amateur counterparts. Despite limited resources, clubs want to increase their attractiveness through new technologies and meet members' needs. This paper examines the factors that lead to the acceptance of Asport services by sports clubs. In addition, the willingness to pay for these services is evaluated. Pricing is critical to success in innovation and also because of the limited financial resources of sports clubs. Based on the literature research, a conceptual model was developed based on the unified theory of acceptance and use of technology model (UTAUT), tested using an online survey of Swiss amateur football clubs, and evaluated using regression analysis. The study findings show that social environment exerts the strongest influence on behavioral intention, defined as “acceptance” in this paper. Furthermore, the two independent variables, performance expectancy and effort expectancy, have a significant effect on user acceptance. In contrast to the original model (UTAUT), this paper demonstrates the direct influence of attitude to use. Of the independent variables, facilitating conditions have an additional effect on attitude to use. The results demonstrate that it is not acceptance but attitude to use that influences willingness to pay. An in-depth evaluation of willingness to pay shows that the optimal price point is 83.3% lower than the price offered by the company; however, there are budget-dependent variations in the assessment.

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Die van Westendorp-Methode: Ein zu Unrecht vernachlässigtes Verfahren zur Ermittlung der Zahlungsbereitschaft?

Cited by 15 publications

References 0 publications

Money for Nothing and Content for Free?

Money for Nothing and Content for Free?

Introducing a product sustainability budget at an automotive company—one option to increase the use of LCSA results in decision-making processes

Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay

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