Name-Your-Own-Price: A systematic review of the literature

Informações

Código: EMA4
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 09 - Gestão de Produtos, Marcas, Comunicação e Preço

Autores

Rafael Luis Wagner (Curso de Mestr Acadêmico em Admin/Prog de Pós-Grad em Admin/IMED - Escola de Administração da Faculdade Meridional) rwagner094@gmail.com
Natalia Araujo Pacheco (Curso de Mestr Acadêmico em Admin/Prog de Pós-Grad em Admin/IMED - Escola de Administração da Faculdade Meridional) natalia.pacheco@imed.edu.br

Resumo

Name-your-own-price (NYOP), a pricing strategy often referred to as a reverse auction, is a dynamic pricing mechanism in which customers have a relatively high control over the price they pay for a product or service. In an NYOP system, buyers generate the final price of a product or service when they bid above an unrevealed threshold price set by the seller. Although NYOP as a pricing strategy was previously investigated, the literature referring to it remains very scarce. In an attempt to deepen the knowledge about this pricing strategy, this study explores the impacts of this mechanism on both companies and consumers by systematically reviewing all relevant publications from 2003 to 2016.

Abrir PDF