Resumo:
Observing the growing trends in the market and in information technology solutions over the past few years, it is evident that a significant challenge many companies face is determining the best way to price their products and/or services with confidence. Studies indicate that the most used pricing strategy for services offered in the cloud computing structure is value-based pricing. In this context, the objective of this work is to price a platform, which is marketed in the software as a service (SaaS) architecture, considering its perceived value and utilizing a framework proposed by Hinterhuber (2004). To achieve this, an action research is conducted within an information technology company that engages in business-to-business (B2B) commercial relationships. After following the steps of the studied framework, it was concluded that a possible reduction of up to 25% in the current price could be profitable, considering that the main goal of this study and the pricing strategy is to increase the company's market share.
