Reflections on cost-based pricing and competition-based pricing: the gap may not be so deep
DOI:
https://doi.org/10.11606/issn.1982-6486.rco.2018.143924Keywords:
Pricing, Costs, Competition, Value, Cost plus pricingAbstract
Studies on price setting indicate a gap, prices of products and services should be set based on their value to customers (value-based prices), but actually are set based on costs and on products by competitors (cost-based prices and competition-based prices). Thus, the study identifies the circumstances where cost-based prices and competition-based prices have not mean necessarily prices not based on the value of the firms’ product and services. We run a survey to Brazilian industrial firms, and the answers by 380 pricing professionals suggest that the firms setting cost-based prices and competition-based prices do not necessarily ignore the value of the associated product.
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