A pricing method “pay-what-you-want” (PWYW) has raised interest among academics but results regarding its use remain ambiguous. Thus, there is a need to better understand the determinants of profitable use of PWYW. This paper reviews PWYW pricing research, summarizes its key findings, identifies unresolved issues, and offers future research propositions.
|Title of host publication||2015 Summer Marketing Academic Conference, American Marketing Association, Chicago, USA, 14-16 August, 2015|
|Publisher||American Marketing Association (AMA)|
|Publication status||Published - 2015|
|MoE publication type||A4 Article in a conference publication|
- revenue drivers