2011
DOI: 10.19030/jber.v6i12.2502
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Measuring Reference Price Formation: Analysis In A Virtual Experimental Context

Abstract: As many surveys stated, companies are investing in better pricing processes, tools and capabilities. Among these companies, 42% consider that capturing the full value of products and services is one of the top challenges related to price setting and optimization. In addition, many improvements have been made recently in the way companies set an optimal price level and adapt their pricing processes. However, pricing decision-makers have to face a paradox: price setting is a left-brained (rational) process, wher… Show more

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