Value-based pricing: A success factor in the competitive struggle

Abstract

Over the past decade, the view that the main purpose of market oriented organizations is not to satisfy the consumer, but to create values has dominated. Exactly the values, their creation, retention and increase, are the main sources of competitive advantage of the company. The purpose of the present report is to present the price formation, based on product value, as a source of competitive advantage. In connection with the so-defined objective, the value and the product price for the customer are derived as key factors for success of the company in the competitive struggle; the role of the value of the product in the marketing and pricing is revealed; and theory clarifies the two basic approaches for determining the price of the product on the basis of value - customer value modeling (CVM) and economic value modeling (EVM), their nature, scope of application, advantages and disadvantages.

Keywords

• value to customer
• value based pricing
• customer value modeling
• economic value modeling
• competitiveness