Intraorganizational influences on business-to-business pricing strategies: A political economy perspective |
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Authors: | Richard Lancioni [Author Vitae] Hope Jensen Schau [Author Vitae] [Author Vitae] |
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Institution: | a Department of Marketing, Fox School of Business and Management, Temple University, Philadelphia, PA 19122, United States b Fox School of Business, Temple University, Philadelphia, PA, United States |
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Abstract: | Historically, researchers have addressed pricing issues from many different perspectives, including the firm's business model (cost structure, experience curve), stakeholders (customers and channel partners), competition (market structure and intensity), and macroeconomic issues (interest rates, economic growth). An important dimension of organizational price setting that has been neglected is the impact that the firm's internal political system, reflected in interdepartmental coordination and rivalry, has upon price setting. A study of managers who are influential in shaping the firm's pricing strategy was conducted to identify intraorganizational issues and their relative impact on the firm's pricing strategy. The results of the study provide important implications for the development and execution of a firm's pricing strategy. |
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Keywords: | Pricing strategy Intraorganizational influence Business-to-business pricing strategies |
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