Pricing strategy: A review of 22 years of marketing research |
| |
| Institution: | 1. Department of Management and Engineering, Linköping University, SE-581 83 Linköping, Sweden;2. Department of Marketing, CERS – Centre for Relationship Marketing and Service Management, Hanken School of Economics, PO Box 479, FIN-00101 Helsinki, Finland;1. School of Management, Jilin University, Changchun, Jilin 130025, China;2. School of Business, Zhengzhou University, Zhengzhou, Henan 450001, China;3. Department of Management, Entrepreneurship, and Leadership, Neeley School of Business, Texas Christian University, TCU Box 298530, Fort Worth, TX 76129, USA;1. Hinterhuber & Partners, Falkstrasse 16, 6020 Innsbruck, Austria;2. Case Western Reserve University, Weatherhead School of Management, 10900 Euclid Avenue, Cleveland, OH 44106, USA;1. Innovation & Competition Research Center, SKEMA Business School, Sophia Antipolis, France;2. ECSTRA, IHEC Carthage, Carthage-Présidence, Tunisia;3. CERGAM, Faculté d''Economie et de Gestion, Aix-Marseille Université, Aix-en-Provence, France |
| |
| 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. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
