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Pricing Decisions of FinTech Firms

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  • Michael Neubert

Abstract

The purpose of this study is to analyze the pricing strategies of French FinTech Firms (FFFs) using quantitative descriptive and correlational research methods. Based on a representative sample of 246 FFF, the study provided consistent support for the hypotheses, which argues that FFFs with high price-setting power may implement a combination of the price-setting strategy (PSS) “skimming” and the price-setting practice (PSP) “value-informed”. FFFs applying “market-based” PSSs tend to use “competition-informed” PSP preferring “pay-per-use” price-setting model (PSM). Whilst FFFs who apply “penetration” PSS tend to use “cost-informed” PSP and “pay-per-use” PSM. The findings support founders and senior management in their pricing decisions. This paper contributes to the existing literature on pricing strategies of early-stage high-tech companies. There is a need for further research about the change of pricing strategies during the lifecycle of a firm using for example a longitudinal quantitative study.

Suggested Citation

  • Michael Neubert, 2020. "Pricing Decisions of FinTech Firms," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(3), pages 1-14, September.
    • Handle: RePEc:ibn:ijmsjn:v:12:y:2020:i:3:p:14
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    References listed on IDEAS

    as
    1. Richard Reisman & Marco Bertini, 2018. "A novel architecture to monetize digital offerings," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(6), pages 453-458, December.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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