We present a classroom role play to immerse students in the difficulties ofapplying value-based pricing principles to the practice of B2B price negotiations at differ-ent levels of the hotel value... Show moreWe present a classroom role play to immerse students in the difficulties ofapplying value-based pricing principles to the practice of B2B price negotiations at differ-ent levels of the hotel value chain. The students assume roles as hotel chain and individualhotel management and as key business clients to the individual hotels. Through strategicand tactical preparations that rely on incremental additions of information on the goals,students prepare themselves to negotiate aspects linked with B2B pricing in a hotel reve-nue management context and collect points based on their success. After the negotiations,they systematically reflect on their performance vis-`a-vis their set intentions. The role playis targeted to be an assignment in master’s level hotel revenue management teaching, but itcould be modified to target bachelor’sstudentsorotherfields in which value-based pricingis still at its infancy. Based on our experience with running the game in a classroom as wellas twice remotely because of COVID-19, it is compatible with both forms of learning andcould potentially be extended to an asynchronous online learning environment. Show less
Rest, J.I. van der; Sears, A.M.; Kuokkanen, H.; Heidary, K. 2022
