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Optimal Pricing Strategy in Marketing Research Consulting

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  • Chang, Chun-Hao
  • Lee, Chi-Wen Jevons

Abstract

This paper studies the optimal pricing scheme for a monopolistic marketing research consultant who sells high-cost proprietary marketing information to her oligopolistic clients in the manufacturing industry. In designing an optimal pricing strategy, the consultant needs to fully consider the behavior of her clients, the behavior of the existing and potential competitors to her clients, and the behavior of her clients' customers. The authors show how the environment uncertainty, the capability of clients' internal research department, and the number of potential clients can affect the optimal pricing scheme. Copyright 1994 by Economics Department of the University of Pennsylvania and the Osaka University Institute of Social and Economic Research Association.

Suggested Citation

  • Chang, Chun-Hao & Lee, Chi-Wen Jevons, 1994. "Optimal Pricing Strategy in Marketing Research Consulting," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 35(2), pages 463-478, May.
    • Handle: RePEc:ier:iecrev:v:35:y:1994:i:2:p:463-78
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    Cited by:

    1. Chang, Chun-Hao & Prakash, Arun J. & Yeh, Shu, 2004. "Sale of monopoly information and behavior of rivaling clients: A theoretical perspective," Review of Financial Economics, Elsevier, vol. 13(3), pages 283-304.
    2. Ashish Arora & Andrea Fosfuri, 2005. "Pricing Diagnostic Information," Management Science, INFORMS, vol. 51(7), pages 1092-1100, July.
    3. Chun‐Hao Chang & Arun J. Prakash & Shu Yeh, 2004. "Sale of monopoly information and behavior of rivaling clients: A theoretical perspective," Review of Financial Economics, John Wiley & Sons, vol. 13(3), pages 283-304.
    4. Li, Yongquan & Zhu, Kaijie, 2009. "Information acquisition in new product introduction," European Journal of Operational Research, Elsevier, vol. 198(2), pages 618-625, October.

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