Barriers of Value-Based Pricing in Manufacturing Companies
Abstract: Manufacturing companies are increasingly serving customers through valuebased offers by adding and integrating more services in their businesses. Although, manufacturers mainly still use cost-based pricing, many are reconsidering their pricing strategies to capture a fair share of the value they create through value-based offers. Therefore, adopting to value-based pricing (VBP) becomes a necessity when competing value-driven. This study explores the barriers to VBP among servitising industrial manufacturers. Related concepts to VBP, such as value-based selling (VBS) and service-dominant logic (SDL) are also discussed in this thesis. The study implemented a qualitative multiple-case study. The case companies provided insights to their VBP journey and the barriers they face, where contextual factors are an important aspect to consider. In the findings, the discovered barriers are divided into internal and external barriers. It is evident that companies should work with SDL and VBS as means for overcoming barriers as they affect the outcome of VBP. Hence, this thesis contributes to the emerging research on VBP, and provides guidance to companies that are on their VBP journey.
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