Pricing Research Outcomes 2007
A key outcome for the Pricing Group in 2007 was the Corporate Member Report by John Dawes and Rui Susan Huang. The report on Price Promotions investigated how much volume is discounted would have been sold anyway at the normal price.Associate Professor John Dawes presented a study on the association between the tenure and price sensitivity at the 2007 ANZMAC conference. The presentation was titled “Are Long Tenure Customers Less Price Sensitive - an Empirical Investigation in a Service Context”. The study found that long tenure customers were less sensitive to price increases. The study won best paper award for the pricing track at the conference.
