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Assessment of Digital Service Pricing Strategies

Student: Chernousova Tatyana

Supervisor: Andrey Saltan

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Economics (Bachelor)

Year of Graduation: 2021

To achieve competitiveness in the market, the company needs to develop an optimal pricing strategy and promotion in general. However, due to the nature of digital products and the fast-growing software-as-a-service market, vendors face difficulties in generating product price. Evaluating the pricing strategies of companies is important for all market participants when making effective decisions. To implement this assessment, an analysis of the relationship between the general and price characteristics of SaaS companies was carried out. After that, using hierarchical clustering, the companies were divided into three stable and significant groups in accordance with their pricing strategy. At the last stage, the clusters were interpreted and compared within and between the groups.

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