Measuring Willingness to Pay for Pricing Decisions

How can managers use WTP analysis when making strategic decisions about pricing?
Kamel Jedidi, Sharan Jagpal  | Spring 2009
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Knowledge of consumers' willingness to pay (WTP) is central to any pricing decision. This case teaches students various methods for measuring WTP, including methods based on actual purchasing data, self-stated WTP, contingent valuation, choice-based conjoint analysis, and experimental auctions. Students also learn how to use WTP data when making key decisions about segmented pricing, nonlinear pricing, bundling, and product-line pricing.

Case ID: 090501

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