Industry-Specific Factors Impeding the Implementation of Value-Based Pricing

Value-based pricing (VBP) is often considered the most profitable method. However, VBP rarely implemented by companies. This research study asks question Why? and investigates obstacles to an implementation of VBP. The objectives this paper are provide assessment customer-based implement in four different German industries evaluate degree company-based industry. For that purpose, 792 consumer questionnaires were collected 20 expert interviews conducted. results show technology industry with lowest obstacles, while pharmaceutical experiences strongest obstacles. varies significantly contributes theory taking both a customer perspective business towards identifying allows future researchers practitioners assess industry-specific take appropriate measures overcome them.