dc.contributor |
Eidgenössische Technische Hochschule Zürich |
dc.contributor |
Von Wangenheim, Florian |
dc.contributor |
Grohmamm, Marcella |
dc.contributor.author |
Monserrate, Marcella |
dc.date |
2015 |
dc.identifier.uri |
http://hdl.handle.net/2117/82357 |
dc.language.iso |
eng |
dc.publisher |
Universitat Politècnica de Catalunya |
dc.publisher |
ETH Zürich |
dc.rights |
Attribution-NonCommercial-NoDerivs 3.0 Spain |
dc.rights |
info:eu-repo/semantics/openAccess |
dc.rights |
http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
dc.subject |
Àrees temàtiques de la UPC::Economia i organització d'empreses |
dc.subject |
Technological innovations -- Economic aspects |
dc.subject |
Pricing |
dc.subject |
Sales management |
dc.subject |
Selling |
dc.subject |
Contracts for work and labor |
dc.subject |
Product management |
dc.subject |
Consumers -- Attitudes |
dc.subject |
Innovacions tecnològiques -- Aspectes ambientals |
dc.subject |
Preus -- Fixació |
dc.subject |
Vendes -- Direcció i administració |
dc.subject |
Venda |
dc.subject |
Contractes de serveis |
dc.subject |
Gestió de productes |
dc.subject |
Consumidors -- Actituds |
dc.title |
Crafting service-based go-to-market and pricing strategies for a new technology |
dc.type |
info:eu-repo/semantics/masterThesis |
dc.description.abstract |
Purpose
The purpose of this thesis is to shed light on how different bundling, service
and pricing strategies affect the customer’s willingness to pay and purchase intention
of a service related to a new technology and its product-related services.
Design/Methodology
This thesis is an exploratory qualitative case study. Data was collected via
expert interviews with customers and relevant managers in a large multinational
company based in Switzerland. Data coding was carried out by Mayring’s
Qualitative Content Analysis.
Findings
Different bundling, service and pricing strategies have a great influence on
the customers’ purchase intention and willingness to pay. Customers are reluctant to
contract simple non-value added services, which leads to a lower purchase intention
when products are bundled together with this kind of services. The use of
performance based contracting in go-to-market strategies has a significantly positive
impact in the customers’ willingness to pay. Offering IoT based, advanced value
added services increases not only the willingness to pay but also the purchase
intention. However, manufacturers need to undertake important changes in their sales
and R&D processes in order to reach a successful and efficient service deployment.
Providers must integrate services in the product’s design phase and change their sales
approach in order to focus on gathering data by understanding the client’s needs and
learning about the customers’ processes. This will enable the manufacturer to
successfully offer customized services that will lock-in customers to long term
relationships.
Research limitations
The study is exploratory, which means that it did not quantitatively measure
the results. In addition, the study focused only on one company, which makes it
difficult to generalize the findings. |
dc.description.abstract |
Outgoing |