Business Model Evaluation based on WTP Model: Pricing-by-rating(PBR) as the Baseline of Pricing Policy and a Criterion of Business Model Evaluation
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
To provide the baseline for pricing, this paper proposes pricing-by-rating (PBR) as pricing model at micro-foundations level that can work as the baseline for all pricing models as well as an assessment criterion of business model in all circumstances. It sets up firstly WTP (willingness to pay/purchase) model from explicit needs and develops PBR based on the ordinal scale of the difference between the WTP and the WTS (willingness to supply/sell) by comparing individually the corresponding element/component of a firm’s actual marketing mix 4P with that of the best SPEC (solution, price indicator by WTP, encouragement, channel) as an ideal 4P a customer expects and also by comparing the interaction between the 4P and the best SPEC as a whole collectively. And through illustrations it shows its applicability to evaluating business model in practice and finally asserts that PBR works as the baseline for pricing policy and as a criterion of business model evaluation in any circumstances.
Abstract
To provide the baseline for pricing, this paper proposes pricing-by-rating (PBR) as pricing model at micro-foundations level that can work as the baseline for all pricing models as well as an assessment criterion of business model in all circumstances. It sets up firstly WTP (willingness to pay/purchase) model from explicit needs and develops PBR based on the ordinal scale of the difference between the WTP and the WTS (willingness to supply/sell) by comparing individually the corresponding element/component of a firm’s actual marketing mix 4P with that of the best SPEC (solution, price indicator by WTP, encouragement, channel) as an ideal 4P a customer expects and also by comparing the interaction between the 4P and the best SPEC as a whole collectively. And through illustrations it shows its applicability to evaluating business model in practice and finally asserts that PBR works as the baseline for pricing policy and as a criterion of business model evaluation in any circumstances.
참고문헌 (19)
- Abell, P., "Building micro-foundations for the routines, capabilities, and performance links", Managerial and Decision Economics, 29(6), pp.489~502 (2008)
- Freeman, C., "The Makers of Modern Economics, Ⅲ", pp.74~95 (1997)
- 정소원, "한국 중소벤처기업의 역량이 해외진출성과에 미치는 영향: 시장동태성과 기술동태성의 조절효과", 벤처창업연구, 10(2), pp.97~105 (2015), 한국벤처창업학회
- Hinterhuber, A., "Is It Time to Rethink Your Pricing Strategy?", MIT Sloan Management Review, 53(4), pp.69~77 (2012)
- Hodgson, G. M., "The Mirage of Microfoundations", Journal of Management Studies, 49(8), pp.1389~1394 (2012)
- Kim, I. H. S., "Why Industrial Hegemony Shifts" (2010), LAMBERT Academic Publishing
- Kim, I. H. S., "Core Competence: Starting Point to Trigger Dynamic Management based on Firm Power Theory", Proceeding of SMS 2011 Special Conference in San Diego (2011)
- Kim, I. H. S., "Chaebol Structure", Wiley Encyclopedia of Management, 12, pp.1~5 (2015)
- Kotler, P., "Marketing Management: Analysis, Planning, and Control" (1967), Prentice-Hall
- Nagle, T. T., "The strategy and tactics of pricing: A guide to profitable decision-making" (2002), Prentice-Hall
- 남정민, "업종별 창업 성공요인에 관한 탐색적 연구 : 업종별 창업자의 사업소득 및 창업만족도 결정요인 분석", 벤처창업연구, 9(5), pp.13~20 (2014), 한국벤처창업학회
- Ng, I. C. L., "The Future of Pricing and Revenue Models", Journal of Revenue and Pricing Management, 9(3), pp.276~281 (2010)
- Osterwalder, A., "The business model ontology-A proposition in a design science approach", pp.2004
- Osterwalder, A., "Clarifying business models: Origins and future of the concept", Communications of the Association for Information Science, 16, pp.1~25 (2005)
- Pavitt, K., "Sectoral patterns of technical change:Towards a taxonomy and a theory", Research Policy, 13(6), pp.343~373 (1984)
- Powell, T. C., "Behavioral strategy", Strategic Management Journal, 32(13), pp.1369~1386 (2011)
- Seelos, C., "Profitable Business Models and Market Creation in the Context of Deep Poverty: A Strategic View", Academy of Management Perspectives, 21(4), pp.49~63 (2007)
- Teece, D. J., "Business Models, Business Strategy and Innovation", Long Range Planning, 43(2-3), pp.172~194 (2010)
- Wheatley, M. J., "Leadership and the New Science:Learning about Organization from an Orderly Universe" (1992), Berrett-Koehler