Pricing strategy: A review of 22 years of marketing research

Mario Kienzler, Christian Kowalkowski

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

70 Citeringar (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.
Referentgranskad vetenskaplig tidskriftJournal of Business Research
Sidor (från-till)101-110
Antal sidor10
StatusPublicerad - 2017
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift


  • 512 Företagsekonomi
  • Marketing Effectiveness and Profitability
  • Business, Markets and Societal Dynamics


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