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Strategiska förutsättningar för prissättningsstrategier

Johannesson, Jakob LU and Ravn-Holm, Anna LU (2012) FEKP01 20102
Department of Business Administration
Abstract (Swedish)
Branschen för personlig assistans präglas av minskade lönsamhetsmarginaler och en intensifierad konkurrens. Detta har skapat en marknadssituation där värdeappropriering blir en central förmåga för aktiebolagen. Syftet med studien är att undersöka hur dessa aktiebolag prissätter sina produkter samt vilka faktorer som ligger till grund för en effektiv prissättning.
Studien visade att interna element samt externa krafter hade en tydlig påverkan på prissättning inom assistansbranschen och påvisades skapa olika förutsättningar för val av prissättningsstrategi. Fyra dominerande typer av prissättningsstrategier identifierades inom assistansbranschen, där externa faktorer hade en mer signifikant påverkan på kostnadsbaserad prissättningsstrategi... (More)
Branschen för personlig assistans präglas av minskade lönsamhetsmarginaler och en intensifierad konkurrens. Detta har skapat en marknadssituation där värdeappropriering blir en central förmåga för aktiebolagen. Syftet med studien är att undersöka hur dessa aktiebolag prissätter sina produkter samt vilka faktorer som ligger till grund för en effektiv prissättning.
Studien visade att interna element samt externa krafter hade en tydlig påverkan på prissättning inom assistansbranschen och påvisades skapa olika förutsättningar för val av prissättningsstrategi. Fyra dominerande typer av prissättningsstrategier identifierades inom assistansbranschen, där externa faktorer hade en mer signifikant påverkan på kostnadsbaserad prissättningsstrategi (I och II) än på värdebaserad- och konkurrensbaserad prissättningsstrategi. (Less)
Abstract
The industry for personal assistance is characterized by decreasing returns of profit and an intensified competition. This has created a market situation where value appropriation has become a central capability for the firms. The purpose is to investigate how these firms are pricing their products and what factors that are considered fundamental to effective pricing.
The study showed that internal elements and external forces had a significant impact on pricing within the industry and were proven to create prerequisites for choice of pricing strategy. Four dominating types of pricing strategies were identified within the industry, where all the external factors had a more significant impact on cost based pricing strategies (I and II) and... (More)
The industry for personal assistance is characterized by decreasing returns of profit and an intensified competition. This has created a market situation where value appropriation has become a central capability for the firms. The purpose is to investigate how these firms are pricing their products and what factors that are considered fundamental to effective pricing.
The study showed that internal elements and external forces had a significant impact on pricing within the industry and were proven to create prerequisites for choice of pricing strategy. Four dominating types of pricing strategies were identified within the industry, where all the external factors had a more significant impact on cost based pricing strategies (I and II) and a less significant impact on value based- and competition based pricing strategies. (Less)
Please use this url to cite or link to this publication:
author
Johannesson, Jakob LU and Ravn-Holm, Anna LU
supervisor
organization
alternative title
– En fallstudie av privata assistansanordnare på den svenska marknaden
course
FEKP01 20102
year
type
H1 - Master's Degree (One Year)
subject
keywords
Pricing, Pricing strategies, Pricing capability elements, Value Appropriation, Deregulated markets, Business and Economics
language
Swedish
id
3130061
date added to LUP
2012-10-18 13:21:34
date last changed
2012-10-18 13:21:34
@misc{3130061,
  abstract     = {The industry for personal assistance is characterized by decreasing returns of profit and an intensified competition. This has created a market situation where value appropriation has become a central capability for the firms. The purpose is to investigate how these firms are pricing their products and what factors that are considered fundamental to effective pricing.
The study showed that internal elements and external forces had a significant impact on pricing within the industry and were proven to create prerequisites for choice of pricing strategy. Four dominating types of pricing strategies were identified within the industry, where all the external factors had a more significant impact on cost based pricing strategies (I and II) and a less significant impact on value based- and competition based pricing strategies.},
  author       = {Johannesson, Jakob and Ravn-Holm, Anna},
  keyword      = {Pricing,Pricing strategies,Pricing capability elements,Value Appropriation,Deregulated markets,Business and Economics},
  language     = {swe},
  note         = {Student Paper},
  title        = {Strategiska förutsättningar för prissättningsstrategier},
  year         = {2012},
}