Christoph Breidert

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Knowledge about a product's willingness-to-pay on behalf of its (potential) customers plays a crucial role in many areas of marketing management like pricing decisions or new product development. Numerous approaches to measure willingness-to-pay with differential conceptual foundations and methodological implications have been presented in the relevant(More)
Though reservation prices are needed for many business decision processes , e.g., pricing new products, it often turns out to be difficult to measure them. Many researchers reuse conjoint analysis data with price as an attribute for this task (e.g., Kohli and Mahajan (1991)). In this setting the information if a consumer buys a product at all is not(More)
Though reservation prices are needed for most business simulation processes , e.g. product line optimization and product bundling, it often turns out to be difficult to measure them as exactly as necessary. In the past the major approach for this task has been to use data acquired by conjoint analysis. The common practice is to let price enter the interview(More)
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