"The most important questions the pricer can ask are, “What problem does my product solve, and who owns that problem?” Answering those questions is the first step in understanding and clarifying value. For any new product or service, the value will be determined in the context of current options. I argue that value is comprised of multiple components, including both negative aspects of value (such as risk in use) and positive aspects (such as the incremental benefits of the product) that drive the value of the product.
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Put another way, value is determined by the interaction of the utility of the product (as defined in the model) moderated by the risk (also defined in the model) in using it; ... The implications of this relationship are fairly straightforward: increasing the utility of a product or decreasing the risk in its use can both result in increased value, which can translate into either a higher price or an enhanced value proposition in which the buyer understands that the price paid is far below the value received.
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The positive aspects (or sources) of value begin with a determination of the need for the product or service, which is driven, or moderated, by the criticality of the situation in which it is needed or used and the number and quality of alternatives that are available.
Criticality is the urgency of the need for the outcomes of the use of the product. This urgency is not strictly temporal but also captures the likelihood and severity of the negative consequences if the product is not used or acquired. Higher levels of criticality will positively affect the level of need. Criticality is moderated by a number of alternatives in that the level of criticality of the situation is a key driver of value, while the availability of alternatives can mitigate the level of need."
Trechos retirados de "Understanding Value Beyond Mere Metrics" de E. M. (Mick) Kolassa
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