O efeito da soma nula (parte III)

Parte I e parte II. 

"Proposition 3: Managerial perception of pricing as a fixed-pie problem is negatively related to the extent to which firms practice value-based pricing."

"The fixed-pie bias has been defined as “the judgment that one's own interests are diametrically opposed to [those of] one's opponent”. Commonly found in the negotiation literature, this bias prevents integrative negotiations to increase the metaphorical “pie” for both parties. ... For example, ... “[t]he dominant assumption [of managers regarding pricing] is that what is gained by the firm is lost by the customer and vice versa, and that pricing is, in the end, a zero-sum game”
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A focus on cost-based pricing is common in business markets. As cost-based pricing is myopic (beginning with the product and ending with the customer), marketing must demonstrate value to defend prices. As a consequence, production costs are fixed, and potential customer value is also fixed (or at least constrained). Certainly, pricing appears to be a zero-sum game in such a situation; as price is the only flexible element, one firm's gain is the other's loss. In contrast, value-based pricing begins with the customer and their perception of value; costs and prices are flexible and contingent on customer needs. In other words, the only costs imposed on customers are those necessary to provide the benefits that customers actually want.
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As a customer-focused practice, value-based pricing can potentially turn business relationships into win-win situations through a better understanding of customers' perceived value, so increasing profits for both customers and suppliers. [Moi ici: Porque não percebia isto, quando em 1992 li Marn & Rosiello chamei-lhes burros. Só anos depois percebi que o burro era eu] However, the more common managerial view is to perceive pricing as a win-lose situation. On this view, superior customer value creation and capturing part of that value in the form of reasonable profit are contradictory objectives, thus inhibiting value- based pricing in business markets."