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Archive for: Forschungsberichte

You are here: Home1 / Pricing Strategies2 / Forschungsberichte
1. Research: Price strategies and price decisions presuppose that corresponding insights about customers, market and competition - in addition to information about internal cost structures - are available. Under the heading Research, all price-related sub-processes of a company are summarized that form the information basis for a long-term price strategy.

Empirical Study: Pricing Processes in Entrepreneurial Practice

In order for companies to be able to assert themselves in an increasingly dynamic market environment and to be able to offer increasingly demanding customers a professional service, a process-oriented alignment of the most important company activities is indispensable. In particular, there is still considerable need for catching up in pricing, as our first pricing study of the PFH Private University of Göttingen (Riekhof/Lohaus 2009) has shown. In the new edition of this study, it was investigated to what extent continuous pricing processes have already been established in business practice and what interim development steps have been recorded. For this purpose, a questionnaire was sent to over 2,600 executives and experts from various industries. With 231 answered questionnaires, a response rate of nine percent was achieved in the empirical investigation.

Pricing Study 2012: Increasing Value Creation through Intelligent Pricing: An Empirical Investigation

Abstract

Pricing Study 2009: Value-adding Pricing Processes. An empirical investigation of pricing practice.

The most precise and especially accurate prediction of uncertain future events is a permanent challenge for companies. Forecast markets address this task by uncovering, evaluating and aggregating relevant information. With this report, we contribute to the assessment of the performance of forecast markets and compile where potential difficulties lie and to what extent solutions are already available. It has been shown that a web-based system with a virtual stock market can efficiently aggregate individual judgments through the price mechanism and is characterized by comparatively low transaction costs and high scalability in terms of the number of possible participants. The operational implementation can be supported by internal marketing before the launch, by the right language, by continuous control of the incentive system and by clear support from top management. Experiences of the economy show the still difficult realization of long-term forecasts via predictive markets, as the optimal incentive scheme for this has not yet been sufficiently researched. In addition, further empirical studies are necessary to make better statements about dealing with speculative bubbles, about the ideal number of tradable shares in parallel and about the calibration of the forecast horizon.

Predictive Markets: A Promising Way to Improve Forecast Quality in Companies?

It has not yet been recognized in all companies that considerable value creation potential can be tapped through price research and by checking the pricing processes. Pricing today proves to be a multifaceted management task due to increased complexity. It "includes analysis and planning tasks as well as decision-making and enforcement functions, but also the design of the associated price organization in the company." In other words: Pricing can and must not only be considered as one of four marketing instruments within the marketing mix; Pricing is a strategically important business process that requires the attention of management.

Pricing Processes for Component Manufacturers in Mechanical and Plant Engineering

The demand for a sensible and understandable taxation is repeatedly raised in Germany. Prof. Dr. Dres. h.c. Paul Kirchhof, former Federal Constitutional Judge and Director of the Institute for Financial and Tax Law at the University of Heidelberg, presented a new tax model in July 2011 to make a quite radical contribution to tax simplification. After all, he wants to reduce the tax law paragraphs from 33,000 to 146, eliminate tax privileges and with the introduction of a uniform tax rate of 25% bring clarity and justice back into the German tax system, so the self-imposed claim.

The Kirchhof Tax Model

Title: Pricing Processes at Fast Moving Consumer Goods Manufacturers
Authors: Hans-Christian Riekhof, Franziska Werner (2012) Abstract
The process orientation of pricing has increasingly come into focus in recent years in scientific discussion; furthermore, pricing processes have also been increasingly reviewed in companies. The focus is often no longer on classic price optimization, but on a holistic, process-oriented view of pricing - starting with professional pricing research, the development and formulation of an appropriate pricing strategy and its implementation in the company, to systematic price controlling. This approach is already more widespread in some industries and allows for significant increases in returns in some companies. The subject of this research report is pricing processes at manufacturers of fast moving consumer goods. Companies in this industry face a difficult environment, which requires professional price management. The disputes with trade, the intense competition among manufacturers, and the international activity of most FMCG manufacturers are causes of a significant need for action in pricing. But how high are the importance and professionalism of pricing processes actually in the practice of FMCG manufacturers? And where might there be deficits? These questions were extensively investigated in an empirical study. In order to be able to make statements here, a study by RIEKHOF/LOHAUS specifically for FMCG manufacturers was evaluated. In addition, we were able to gain a more detailed picture of the pricing processes and their relevance in practice through expert interviews and an international survey of the subsidiaries of an FMCG manufacturer. Our investigations showed that the importance of the topic is indeed recognized, but there is still potential for optimization.

Pricing Processes at Fast Moving Consumer Goods Manufacturers

Title: Empirical Study - Pricing Processes in Business PracticeAuthors: Hans-Christian Riekhof, Benedikt Lohaus (2009)

Pricing – Value Creation Potential for the Future?

Abstract

Behavioral Targeting: An Efficient Use of Online Advertising Budget?

Title: Niche Articles - Growth Drivers for Mail Order Business?
Authors: Hans-Christian Riekhof, Tobias Schäfers, Sebastian Teuber Abstract
The concept understood under the term Long Tail is currently receiving broad attention. Many manufacturers and retailers predict a shift from mass products to a multitude of niche articles. However, whether this development actually occurs in the predicted manner and how providers - especially retailers - assess the concept has largely been neglected so far. This article therefore examines how German mail order companies view the concept and predictions of the Long Tail. The study provides insights into the role that niche articles currently play for German mail order business and shows how these companies assess the future relevance of the Long-Tail concept. It is noticeable that niche articles currently still have a subordinate sales significance, but a growing role is expected here. Furthermore, it shows that while many mail order companies confirm the potentials of niche articles - such as a larger price potential - only a small part of the companies address this comprehensively.

Niche Articles: Growth Drivers for Mail Order Business

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