Heuristics for product-line design using conjoint analysis
Management Science
Pricing Patterns of Cellular Phones and Phonecalls: a Segment-Level Analysis
Management Science
Marketing Science
Dynamic Pricing on the Internet: Importance and Implications for Consumer Behavior
International Journal of Electronic Commerce
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An integrated model approach is developed to determine market prices for product options that a company can offer consumers before launching a product. The multiple research streams drawn on include pricing, new product launch, on-line experimentation, conjoint analysis, and optimization. The approach incorporates a consumer-response model that considers the cross-price effects of the options as well as the impact of competing product options and prices. Based on the response model, a profit-optimization model framework is applied in an actual market situation involving an on-line video game to be introduced in a foreign market. A description of the stages of the application, from empirical design and data collection to decision-making and postlaunch model validation, demonstrates the usefulness of the approach.