Ruben M Speybrouck | Hogeschool Universiteit Brussel (original) (raw)
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Papers by Ruben M Speybrouck
Pay-what-you-want “PWYW” is a growing pricing strategy that has received a lot of attention in re... more Pay-what-you-want “PWYW” is a growing pricing strategy that has received a lot of attention in
recent years. This research used a survey strategy executed amongst seven different nationalities to
find out whether the buyer’s culture has an impact on the amount paid in a PWYW pricing strategy.
To this end, nationality was used as a proxy for culture and Hofstede’s dimensions for culture were
used as a framework to turn culture into measurable variables. In line with previous researches, it
was found that the amount paid in PWYW is significantly different from zero and that PWYW could
indeed likely be a viable and even profitable alternative to traditional pricing strategies. The results
showed that culture actually has a significant impact on the amount paid but the differences between
nationalities could not be explained by Hofstede’s dimensions. A few educated proposals for variables
that could explain the differences between nationalities were made and suggested for future
research. Furthermore this research surprisingly found that having paid with PWYW before might be
an important variable with a significant, strong and positive impact on the amount paid. The results
also suggested that the amount paid in a PWYW scenario may be product category dependent,
meaning PWYW might be more or less viable depending on the good or service offered. Finally this
research gives a few additional remarks amongst which a critical assessment of Hofstede’s framework
in the context of this research.
Pay-what-you-want “PWYW” is a growing pricing strategy that has received a lot of attention in re... more Pay-what-you-want “PWYW” is a growing pricing strategy that has received a lot of attention in
recent years. This research used a survey strategy executed amongst seven different nationalities to
find out whether the buyer’s culture has an impact on the amount paid in a PWYW pricing strategy.
To this end, nationality was used as a proxy for culture and Hofstede’s dimensions for culture were
used as a framework to turn culture into measurable variables. In line with previous researches, it
was found that the amount paid in PWYW is significantly different from zero and that PWYW could
indeed likely be a viable and even profitable alternative to traditional pricing strategies. The results
showed that culture actually has a significant impact on the amount paid but the differences between
nationalities could not be explained by Hofstede’s dimensions. A few educated proposals for variables
that could explain the differences between nationalities were made and suggested for future
research. Furthermore this research surprisingly found that having paid with PWYW before might be
an important variable with a significant, strong and positive impact on the amount paid. The results
also suggested that the amount paid in a PWYW scenario may be product category dependent,
meaning PWYW might be more or less viable depending on the good or service offered. Finally this
research gives a few additional remarks amongst which a critical assessment of Hofstede’s framework
in the context of this research.