Abstract
This article investigates the development and current state of pricing strategy research by undertaking a content analysis of 515 articles published in leading academic journals between 1995 and 2016. The results suggest several developments in research focus and methodology; recent research has focused more strongly on services and applies more rigorous research designs. The results also indicate a persistent focus on consumer markets and economic theories, as well as an increasing consideration of demand-side respondents, at the expense of supply-side respondents. An important feature of this review is a set of actionable takeaways, with both theoretical and methodological implications for pricing strategy research.
Original language | English |
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Peer-reviewed scientific journal | Journal of Business Research |
Volume | 78 |
Issue number | September |
Pages (from-to) | 101-110 |
Number of pages | 10 |
ISSN | 0148-2963 |
DOIs | |
Publication status | Published - 2017 |
MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- Marketing Effectiveness and Profitability
- PRICE
- Pricing
- Pricing strategy
- Literature review
- Content analysis
- Business, Markets and Societal Dynamics