segunda-feira, julho 25, 2016

Tanto dinheirinho em cima da mesa

"We find that managers use quite simple procedures, or routines, to set their prices. More complex methods, such as non-linear pricing, or bundling, are not really used in practice. If traditional methods still prevail, like cost-plus for example, managers in big companies in France seem to rely heavily on neutral pricing, to match competitors’ prices. We attribute this finding to potential price rigidity, i.e. the fear of taking the price leadership in a low market growth rate context, or of starting a price war.
Our results show the capacity of a limited set of companies to fully take advantage of their pricing power, in other words to transform a favourable position on key pricing indicators by capturing value through a premium price. However, the vast majority of surveyed companies relied extensively on competitive factors when deciding on a specific pricing orientation, and aligned prices despite favourable environmental conditions. This observation is a form of nearsightedness, or pricing myopia, that we could describe following Levitt (1960) not as an unfavourable market context but rather as the failure of decision making, i.e. management.
The vast majority of determinants of pricing strategies are related to competition (price levels, relative quality, differentiation, cost advantage) showing that companies’ strategic orientations regarding pricing in our study are defined mainly by their competitors and/or the market prices
When firms use more sophisticated techniques (nonlinear pricing, bundling) to capture additional value through their pricing decisions, their choices are driven by market/product dynamics such as market growth rate or elasticity.
Finally, the key drivers of price premium are differentiation and inelasticity, showing that firms tend to overestimate competitors’ reactions when setting their pricing policies and should focus on basic indicators."
Trechos retirados de "Pricing myopia: do leading companies capture the full value of their pricing strategies?", Manu Carricano , (2014), Management Decision, Vol. 52 Iss 1 pp. 159 - 178

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