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Pricing strategy: A review of 22 years of marketing research
Linköping University, Department of Management and Engineering, Industrial Economics.
Linköping University, Department of Management and Engineering, Industrial Economics. Hanken School of Economics, Department of Marketing, CERS – Centre for Relationship Marketing and Service Management.ORCID iD: 0000-0002-4081-9737
2017 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 78, 101-110 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2017. Vol. 78, 101-110 p.
Keyword [en]
Pricing strategy; Literature review; Content analysis; Marketing; Takeaways
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-137345DOI: 10.1016/j.jbusresOAI: oai:DiVA.org:liu-137345DiVA: diva2:1095413
Funder
Torsten Söderbergs stiftelse, E24/14
Available from: 2017-05-13 Created: 2017-05-13 Last updated: 2017-05-13

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Publisher's full texthttps://doi.org/10.1016/j.jbusres

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