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• W609477610 abstract "Despite some momentum in recent years, pricing is a rather overlooked topic in businessto-business marketing literature, especially within the IMP research tradition. Existing research on pricing strategy is characterized by a focus on specific pricing issues; for instance, how to set prices. Recent review articles on pricing strategy also tend to focus on a subset of issues, such as value-based pricing strategy. As a consequence of the fragmented research, it is difficult to comprehend the big picture of pricing strategy literature. This paper addresses this issue by assessing and analysing the pricing strategy literature published between 1994 and 2013 in business-to-business marketing. A keyword centred database search within Scopus was conducted to identify and retrieve relevant publications. Employing bibliometrics, and qualitative content analysis, 23 articles and two book chapters were subsequently analysed. The analysis identified a prevalent absence of pricing strategy definitions and inconsistent usage of the term, five broad research patterns (pricing determinants; pricing methods; pricing objectives; pricing policies; and pricing situations), and empirical quantitative research as the dominant research design. Furthermore, technology intensive Western firms, with single managers as respondents, were the common locus of the conducted research. Finally, future research directions are presented, such as broader data gathering approaches, increased focus on services and solutions, as well as a stronger focus on customers’ influences and perspectives on pricing strategy." @default.
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• W609477610 date "2014-01-01" @default.
• W609477610 modified "2023-09-25" @default.
• W609477610 title "Pricing strategy: An assessment of 20 years of B2B marketing research" @default.
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