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  • March 2011
  • Module Note

Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay

By: David J. Collis
  • Format:Print
  • | Pages:11
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Abstract

This note is designed to provide strategists with tools to perform two critical customer-related analyses: determining willingness to pay — the estimation of how much a given customer would be willing to pay for a particular product or service; and demand estimation — predicting the overall size of the market or segment which a company chooses to serve.

Keywords

Price; Demand and Consumers; Competitive Advantage; Management Analysis, Tools, and Techniques; Market Participation; Segmentation

Citation

Collis, David J. "Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay." Harvard Business School Module Note 711-495, March 2011.
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About The Author

David J. Collis

Strategy
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  • GE: A New Way Forward? By: David J. Collis and Haisley Wert
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