Pay As You Wish Pricing

by Jagmohan Raju, Z. Zhang

Overview

This Element is an excerpt from Smart Pricing (ISBN: 9780131494183) by Jagmohan Raju and Z. John Zhang. Available in print and digital formats.

 

What your business can learn from Radiohead’s successful experiment with “pay as you wish” pricing.

 

On October 9, 2007, the English alternative rock band Radiohead began an experiment: Rather than price their music conventionally, they let their fans pay whatever they wanted to download their latest 10-song album, In Rainbows. At the inrainbows.com checkout page, visitors found an empty price box. When they clicked on it, a message said, “It’s up to you.”....

Product Details

ISBN-13:	9780132467476
Publisher:	Pearson Education
Publication date:	01/12/2010
Series:	FT Press Delivers Elements
Sold by:	Barnes & Noble
Format:	eBook
Pages:	9
File size:	383 KB
Age Range:	18 Years

About the Author

Jagmohan Raju is Joseph J. Aresty Professor, Professor of Marketing, and Chairperson of the Marketing Department at The Wharton School. His research areas include pricing new products, price discounts, coupons, store brands, retailing, salesforce compensation, and managing distribution channels. His recent consulting clients have ranged from Wyeth and Medtronics to Warner Home Video.

 

Z. John Zhang is Murrel J. Ades Professor and Professor of Marketing at The Wharton School. His research areas include pricing and revenue models, targeted pricing strategies, retail management, price engineering, and competitive strategies. His most recent consulting engagements are with Ikaria and ExxonMobil.