Contribution à l'évaluation monétaire de biens et services sans référent de marché : les apports combinés de la méthode de l'évaluation contingente et de l'analyse des mesures conjointes

TL;DRAbstract

Managers face the crucial issue of « just price » for goods and services without market reference (in non-competitive environment and with no market price) very early in an offer development process. The general goal of our research was a methodological one : to compare two methods used to assess consumer willingness to pay, contingent valuation and conjoint analysis designed respectively in economics and marketing, regarding scientific criteria but also practical considerations. After a review of economic and marketing literatures, we have described the similarities of commercial and public goods without market reference. Then we have pointed out some divergences between these two research streams regarding the consumer decision process and the role of price in it. After this review, we could nevertheless draw up the concept of willingness to pay, the sole price concept that can be measured for goods without market reference, to intentional acceptability of price. The requisite measur

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