Customer Involvement in Pricing of Digital Offerings

Purpose and goal: The purpose of the project is to test, analyze, and develop methods for customer engagement while pricing new digital offerings in a business-to-business (B2B) context. The project will i) create a learning

network of industrial companies; ii) test and compare different degrees of customer involvement in pricing to create attractive and sustainable revenue and pricing models; iii) develop new academically publishable knowledge as well as iv) develop concrete methods and understanding of the conditions for use

of these methods that can be applied by other industrial companies. Expected results and effects: Expected results of the project are innovative methods and working methods for how customers can be involved i the pricing process for new digital offers. This includes also new knowledge of how different degrees of customer involvement in the pricing process

of digital offers affect as well as insights into how offers should be combined and communicated to create attractive and sustainable revenue and price models. Results are expected to contribute to increased capability to lead and organise digital transformation. Approach and implementation:

The project studies customer involvement in the pricing of digital offers in the "business-to-business" context in two industrial companies. Each company will under project actively work with pricing of selected digital offerings during development. Pricing in a B2B context is mainly studied through qualitative

methods for example interviews. The project carries out a series of interactive workshops to exchange experiences, communicate and discuss the project results and to create change preparedness i companies.