Research on micro-foundations
Firms pricing and selling practices are influenced by individual level factors such as experiences, competences and preferences of managers and salespeople. These micro-foundations can enable or prevent companies from profitably pricing and selling goods and services.
My research concerns value-based pricing and selling of services within manufacturing industries with a specific focus on behavior and decision-making of individuals. Main research interests includes the following topics:
- Pricing strategy development and choice
- The role of individual differences in pricing and selling customer value
- Cognitive aspects in customer value-based pricing practices
To study these topics, I use a range of different research methods to collect empirical data (e.g. surveys, experiments, and interviews).