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Preiserhöhungen bei Industriegütern erfolgreich umsetzen

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  • Kremmel, Dietmar
  • von Walter, Benjamin
  • Sieber, Simon

Abstract

Preiserhöhungen für bestehende Leistungen zählen zu den heikelsten Massnahmen in Marketing und Vertrieb. Eine empirische Studie unter Einkäufern im B-to-B-Kontext zeigt, worauf bei Preiserhöhungen von Industriegütern geachtet werden sollte. Damit diese als fair wahrgenommen und akzeptiert werden, spielen insbesondere die transparente Darlegung des Motivs und eine vertrauensvolle Kundenbeziehung eine Schlüsselrolle.

Suggested Citation

  • Kremmel, Dietmar & von Walter, Benjamin & Sieber, Simon, 2022. "Preiserhöhungen bei Industriegütern erfolgreich umsetzen," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(1), pages 16-23.
    • Handle: RePEc:zbw:hsgmrs:276172
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    2. Weiner, Bernard, 2000. "Attributional Thoughts about Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 382-387, December.
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