Analysing a Segmentation Pricing for ERP Systems under Diffusion Patterns

Tous droits réservés pour tous pays. Toute traduction et toute reproduction sous quelque forme que ce soit sont interdites. Les textes publiés dans la série des Cahiers du Laboratoire ERPsim n'engagent que la responsabilité de leurs auteurs. Étudiante à la maîtrise, Département de mathématiques et de génie industriel École Polytechnique de Montréal 3 RÉSUMÉ / ABSTRACT In a highly uncertain and dynamic industrial business network, Enterprise Resource Planning (ERP) systems vendors face great challenges to enhance their market position and maximize their profit. Being able to simultaneously determine the right price for an ERP system and to anticipate the diffusion of the system in an industrial sector is a complex task. In this paper, we evaluate the options of developing a price discrimination policy for ERP systems in a business sector governed by a diffusion pattern influenced by the network position of each customer. Based on a real scenario in the automotive industry, the proposed strategy is operationalized through discounts and optimized through a simulation-based model coupled with design of experiment and response surface techniques. Our experimental findings suggest that a segmentation pricing strategy are likely to increase total revenues in network with low initial adoption rates and that price discounts should be adapted according to adoption rates in order to maximize total revenues.