Using conjoint methodologies for new pricing strategies. Launch of a European technical device: a case study

Stefan Binner and Marc Kramer

The paper describes how and why a major building controls company used conjoint surveying techniques to optimise its price positioning for a new product.

Using conjoint methodologies for new pricing strategies. Launch of a European technical device: a case study

Marc Kramer, Landis Gyr (Europe) Corp., Reseller Channel Manager Europe, Switzerland andStefan Binner, bms, Germany

BACKGROUND

The decision problem

Landis & Staefa – formerly Landis & Gyr, until their acquisition by the Swiss Elektrowatt Group in 1996 – is a multinational building controls company and offers devices, systems and services that manage the technical equipment of buildings. This equipment typically controls heating, ventilation, air conditioning, electrical supply and lighting. Landis & Staefa has operating subsidiaries throughout...

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