Abstract: Purpose ? The purpose of this paper is to examine how the perception of price-value tradeoff is related to overall satisfaction, purchase intention, word-of-mouth advertising, and actual repurchase behavior. Design/methodology/approach ? Data on subscribers and single ticket buyers of...

Purpose – This study aims to examine strategies for customer value assessment used by best practice suppliers in business-to-business markets. Design/methodology/approach – An exploratory two-part field study using a grounded theory approach. Findings – It should not be a difficult...

Purpose – This paper aims to examine the notion of value propositions (promises of reciprocal value between service providers and their customers), value‐in‐exchange and value‐in‐use, all within the conceptual context of service‐dominant (S‐D) logic. Design/methodology/approach –...

Purpose – The aim of this paper is to provide a literature review of the state‐of‐the‐art and up to date concepts and measures undertaken in the research on perceived value. The purpose especially is to provide a comprehensive and systematic overview of the research on perceived value....

Purpose – The purpose of this paper is to examine how the perception of price‐value tradeoff is related to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior. Design/methodology/approach – Data on subscribers and single ticket buyers of...

Purpose – Customer value‐based pricing is increasingly recognised by academics and practitioners as the most effective approach to pricing for companies wishing to achieve increased profitability and sustained success. However, despite this apparent support for the implementation of...

Purpose – Most business leaders buy into the logic of differentiating their products from those of competitors, and of offering more complete solutions to customer needs. But what if you find that other competitors with stripped‐down offerings are gaining share? Does that mean you should...

Purpose – Discounting has become the crack cocaine of senior management with terrifying effects on both revenue and profits. The purpose of this paper to show managers how and where to put a stake in the ground to kick the discounting habit and move to a more effective and disciplined approach...

Purpose – This paper aims to explore how the service‐dominant (S‐D) logic of marketing proposed by Vargo and Lusch impacts on business‐to‐business branding concepts and practice. Design/methodology/approach – Vargo and Lusch argue that service interaction comes from goods‐in‐use...

Smart firms are not worried about the impact of the Internet on pricing, but realise that they have the unique opportunity to exploit new options and improve their marketing performance. Multi‐channel pricing is one of the most interesting opportunities firms can exploit in the digital...