OnDemand WTP Pricing Research

Paper: Pricing Strategies and Pricing Capabilities | JRPM

Abstract

This article explores the intersection of pricing strategies and pricing capabilities by summarizing four distinct streams of research.

By doing so, it provides insights into the challenges involved in implementing value-based pricing strategies as well as the generic challenges of building pricing capabilities.

It also outlines the strategic importance of pricing capabilities.

 

Authors

Niklas Hallberga
Institute of Economic Research, School of Economics and Management,
Lund University, Sweden

Andreas Hinterhuber
Hinterhuber & Partners, Innsbruck, Austria
Bocconi University, Milan, Italy

Magnus Johansson
Institute of Economic Research, School of Economics and Management,
Lund University, Sweden

Stephan Liozu
Ardex America Inc., Aliquippa, Pennsylvania, USA
Weatherhead School of Management, Case Western Reserve University,
Cleveland, Ohio, USA

Mark Zbarackid
Richard Ivey School of Business, Ontario, Canada

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