Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/275946 
Year of Publication: 
2017
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 34 [Issue:] 6 [Year:] 2017 [Pages:] 40-49
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Pay-What-You-Want (PWYW) pricing gives customers full control over a transaction price. It is a reasonable strategy to attract new customers, to offset low turnover periods, or for long-term application. The success and applicability of PWYW depends on various company-, customer-, and context-related factors, which will be discussed in this article.
Document Type: 
Article

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