This study proposes a new approach for aggregating the opinions of different stakeholders based on value-focused thinking combined with cognitive mapping. This approach was applied to determine selling prices, focusing on the particular case of a compounding pharmacy in southern Brazil. This method provides a better understanding of the problem with respect to the members involved. This paper also identifies the implications of working with individual stakeholders, generating different models and combining the viewpoints to obtain a unique result in the process of product pricing.
Establishment of sales price; Decision making; Value-focused thinking; Cognitive map
