This paper presents a multi-layered valuation framework for pricing investment advisory services, using service modules as product specification and a reference base for pricing. The aim is to bridge the gap between investment advisors and marketing experts with a common ground for service design, valuation and value-based pricing of investment advice. The framework uses two nested propose-and-revise loops covering three different layers: Product configuration, qualitative valuation, and pricing. Thereby the approach enables marketers: 1. To specify investment advice as a knowledge and information product, based on service modules. 2. To assess the value of investment advisory services in a scoring model to support value-based pricing. 3. To use this specification of the actual service as the reference base for pricing in a modular pricing kit. 4. To provide decision support for product managers, achieving results and insights about valuation and pricing, even with rules of thumb and incomplete information.
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