How do I value WTP with econometrics

Willingness to pay measurement for industrial hybrid service bundles


Against the background of increasing competitive pressure and increasing customer requirements, companies in industrial goods markets are increasingly offering goods and services in an integrated form as a hybrid service bundle. However, successful marketing requires precise knowledge of the maximum price that a customer is willing to pay for the service. Against this background, Markus Karger is developing a new method for measuring willingness to pay based on the net present value method and decision analysis, which takes into account the special characteristics of such offers. The validity of this method is checked on the basis of a two-stage empirical analysis.


Services Industrial Goods Marketing Investment Market Research Price Management

About the authors

Dr. Markus Karger did his PhD with Prof. Dr. Mario Rese at the Marketing Department of the Ruhr University Bochum.

Bibliographic information

  • Book Title Willing to pay measurement for industrial hybrid service bundles
  • Book SubtitleMethodology and Empirical Validation
  • AuthorsMarkus Kaltenborn
  • DOIhttps: //
  • Copyright InformationGabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011
  • Publisher NameGabler Verlag
  • eBook Packages Business and Economics (German Language)
  • Softcover ISBN978-3-8349-3165-8
  • eBook ISBN978-3-8349-6901-9
  • Edition Number1
  • Number of PagesXXIII, 283
  • Number of Illustrations30 b / w illustrations, 0 illustrations in color
  • TopicsMarketing
  • Buy this book on publisher's site