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Steigerung der Wertschöpfung durch intelligentes Pricing: Eine empirische Untersuchung

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  • Riekhof, Hans-Christian
  • Wurr, Frederik
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    Abstract

    Damit es Unternehmen gelingen kann, sich in einem zunehmend dynamischen Marktumfeld zu behaupten und immer anspruchsvolleren Kunden eine professionelle Leistung bieten zu können, ist eine prozessorientierte Ausrichtung der wichtigsten Unternehmensaktivitäten unabdingbar. Insbesondere im Pricing besteht diesbezüglich noch erheblicher Nachholbedarf, wie unter anderem unsere erste Pricing-Studie der PFH Private Hochschule Göttingen (Riekhof/Lohaus 2009) gezeigt hat. In der Neuauflage dieser Studie wurde untersucht, inwieweit in der unternehmerischen Praxis bereits durchgängige Pricing-Prozesse etabliert sind und welche zwischenzeitlichen Entwicklungsschritte zu verzeichnen sind. Zu diesem Zweck wurde ein Fragebogen an über 2.600 Führungskräfte und Experten aus diversen Branchen versendet. Mit 231 beantworteten Fragebögen konnte im Rahmen der empirischen Untersuchung eine Rücklaufquote von neun Prozent realisiert werden. -- Within an increasingly dynamic market environment and customers having high expectations, process orientation becomes a crucial factor to a business's competitiveness. This study builds on a 2009 pricing study (Riekhof/Lohaus) from the PFH Private University of Applied Sciences Goettingen which demonstrated that pricing processes in particular often lack a specific structure. The survey focused on illustrating the current status of continuous pricing processes in today's enterprise culture as well as highlighting the intermediate development of these processes. A questionnaire was sent out to more than 2,600 executives and pricing experts in a variety of industries. The response rate was approximately 9 percent, or 231 completed surveys.

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    Bibliographic Info

    Paper provided by PFH Private University of Applied Sciences, Göttingen in its series PFH Forschungspapiere/Research Papers with number 2013/02.

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    Date of creation: 2013
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    Handle: RePEc:zbw:pfhrps:201302

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    Web page: http://www.pfh.de/en/

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