Pricing of digital services as an effectual co-creative process
Karami, Masoud; Ojala, Arto; Laatikainen, Gabriella (2022-06-12)
Karami, Masoud
Ojala, Arto
Laatikainen, Gabriella
Taylor & Francis
12.06.2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2022061446293
https://urn.fi/URN:NBN:fi-fe2022061446293
Kuvaus
vertaisarvioitu
©2022 This is an Accepted Manuscript of an article published by Taylor & Francis in Technology Analysis & Strategic Management on 12 Jun 2022, available online: http://www.tandfonline.com/10.1080/09537325.2022.2088342
©2022 This is an Accepted Manuscript of an article published by Taylor & Francis in Technology Analysis & Strategic Management on 12 Jun 2022, available online: http://www.tandfonline.com/10.1080/09537325.2022.2088342
Tiivistelmä
Entrepreneurs have to price their innovations under the unpredictability of customers’ reactions. While predictive pricing methods are prevalent in business-to-business pricing literature, we argue for the critical importance of control-oriented pricing strategies for digital services. By applying effectuation theory, our study investigates how entrepreneurs co-create their pricing strategies for their digital services as a co-evolutionary, iterative process with their customers. We found that pricing is the co-evolutionary process where entrepreneurs learn from their interactions with customers and use this knowledge to develop and improve their pricing practices further. The findings contribute to behavioural pricing literature by explaining pricing strategy formation as a co-creative process that focuses on interactions rather than predictive actions.
Kokoelmat
- Artikkelit [3030]