Antecedents and Consequences of Strategic Price Management: An Analysis in the New Zealand Industrial Service Context

Australasian Marketing Journal - Tập 20 - Trang 113-121 - 2012
Kostis Indounas1, Stefan Roth2
1Department of Marketing and Communication, Athens University of Economics and Business, 76 Patission Street, 104 34, Athens, Greece
2Department of Marketing, Faculty of Business Studies and Economics, University of Kaiserslautern, PO Box 3049, 67653 Kaiserslautern, Germany

Tóm tắt

The purpose of the present study is to (a) measure the extent to which selected contextual variables have an impact on the adoption of strategic pricing by industrial service providers and (b) determine the effect of the adoption of strategic pricing on the process that industrial service providers use for levying their prices. The current study represents the first attempt to empirically examine the aforementioned topics in an industrial service context. Data were collected from 120 industrial service providers operating in four different service sectors in New Zealand through a mail survey. Moreover, qualitative research through 16 in-depth interviews was carried out. Regarding the antecedents of strategic pricing, customer orientation, interfunctional co-ordination and higher formality were found to boost its adoption. With reference to the effect of strategic pricing on the pricing process used, differences were found among low and high strategic prices.

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Australasian Marketing Journal

Tập 20

113-121

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