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Magnus Johansson
Senior lecturer
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Value assessment and pricing capabilities—how to profit from value
Author
Summary, in English
Value is a key concept for researchers and practitioners in the fields of strategy, marketing, and pricing. In the strategy literature, value is closely related to competitive advantage and profit, in the marketing literature value is the cornerstone of the marketing management process, in the pricing literature value represents the customer’s willingness to pay. The aim of this article is to bridge the gap between marketing, pricing and strategy research through a compilation of five short essays that focus on value assessment and
pricing capabilities. This article argues that value assessment and pricing capabilities provide the foundation for value creation and value appropriation in business-to-business markets, highlights their implications for profiting from value created and delivered, and outlines important areas for future research.
pricing capabilities. This article argues that value assessment and pricing capabilities provide the foundation for value creation and value appropriation in business-to-business markets, highlights their implications for profiting from value created and delivered, and outlines important areas for future research.
Department/s
- Institute of Economic Research
Publishing year
2015
Language
English
Pages
178-197
Publication/Series
Journal of Revenue and Pricing Management
Volume
14
Issue
3
Document type
Journal article
Publisher
Macmillan
Topic
- Business Administration
Keywords
- value assessment
- capabilities
- pricing
- strategy
- profit
Status
Published
ISBN/ISSN/Other
- ISSN: 1476-6930