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La révélation en laboratoire des valeurs-clients pour des packs optionnels de véhicules automobiles

Author

Listed:
  • Laurent Muller

    (GAEL - Laboratoire d'Economie Appliquée de Grenoble - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], INRA - Institut National de la Recherche Agronomique)

  • Bernard Ruffieux

    (GAEL - Laboratoire d'Economie Appliquée de Grenoble - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

  • Céline Astruc

    (Renault SAS, DREAM/DETA/SEE - RENAULT)

  • David Blumenthal

    (Renault SAS, DREAM/DETA/SEE - RENAULT)

Abstract

From the industrial point of view, the customer value is essential for the design and pricing of an innovation. This study proposes experimental protocols that allow the estimation of the customer value for three innovative automotive products in monetary terms. Protocols were adapted to the specificities of the automobile. For example, the car is an expensive and complex product (as is a subset of assembly) and thus does not allow the use of standard techniques from experimental economics based on auctions. We propose two alternatives: the beauty contest, which estimates the standard, and the leasing. Alongside the elicitation of customer values, this study also shows (i) super-additive values (and therefore complementary) of subsets and (ii) a significant impact of the market price level on the level of customer values.

Suggested Citation

  • Laurent Muller & Bernard Ruffieux & Céline Astruc & David Blumenthal, 2016. "La révélation en laboratoire des valeurs-clients pour des packs optionnels de véhicules automobiles," Post-Print hal-02061463, HAL.
    • Handle: RePEc:hal:journl:hal-02061463
    as

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