Pricing strategy: A review of 22 years of marketing research

Mario Kienzler, Christian Kowalkowski

Research output: Contribution to journalArticleScientificpeer-review

92 Citations (Scopus)


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 languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Issue numberSeptember
Pages (from-to)101-110
Number of pages10
Publication statusPublished - 2017
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Marketing Effectiveness and Profitability
  • Pricing
  • Pricing strategy
  • Literature review
  • Content analysis
  • Business, Markets and Societal Dynamics


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