Estudo da implementação do pricing dinâmico em uma empresa com modelo de receita recorrente através da segmentação de clientes

Catherine Sudbrack Rothbarth; Marcine Müller; Laura Visintainer Lerman; Natália Eloísa Sander

doi:10.5585/exactaep.2021.16754

Authors

Catherine Sudbrack Rothbarth Universidade do Rio Grande do Sul https://orcid.org/0000-0002-1798-3598
Marcine Müller Universidade do Rio Grande do Sul https://orcid.org/0000-0001-8274-211X
Laura Visintainer Lerman Universidade do Rio Grande do Sul https://orcid.org/0000-0002-3098-7200
Natália Eloísa Sander Universidade do Rio Grande do Sul https://orcid.org/0000-0002-4962-8910

DOI:

https://doi.org/10.5585/exactaep.2021.16754

Keywords:

Dynamic pricing, Strategic planning, Customer segmentation, Recurring revenue model.

Abstract

The formation of the price of products and services is a strategic decision for organizations. The price decision process involves a series of complex and interconnected variables, which must be understood as a management tool. In this context, this article seeks to reveal the need to subordinate pricing to strategic objectives and to suggest a dynamic pricing application for a communication company through customer segmentation, since the company uses superficial and unjustified price management practices. Thus, in addition to losing quality in the decision-making process, its price application model is outdated in relation to the dynamism required by the market. This research is based on literary review and the real application of the most appropriate pricing strategy to the company's case. The results reveal the advantages of price management based on strategic planning.

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Author Biographies

Catherine Sudbrack Rothbarth, Universidade do Rio Grande do Sul

Graduanda em Engenharia de Produção pela Universidade Federal do Rio Grande do Sul

Marcine Müller, Universidade do Rio Grande do Sul

Graduanda em Engenharia de Produção pela Universidade Federal do Rio Grande do Sul

Laura Visintainer Lerman, Universidade do Rio Grande do Sul

Possui graduação em Engenharia de Produção pela Universidade Federal do Rio Grande do Sul e em Administração pela Pontifícia Universidade Católica do Rio Grande do Sul. Mestre em Engenharia de Produção pela Universidade Federal do Rio Grande do Sul e Doutoranda no Deparamento de Engenharia de Produção e Transportes da Universidade Federal do Rio Grande do Sul.

Natália Eloísa Sander, Universidade do Rio Grande do Sul

Possui graduação em Engenharia de Produção pela Universidade Federal do Rio Grande do Sul. Mestranda no Deparamento de Engenharia de Produção e Transportes da Universidade Federal do Rio Grande do Sul.

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