Amaral, Juliana Ventura; Guerreiro, Reinaldo - In: Journal of Business & Industrial Marketing 34 (2019) 8, pp. 1850-1865
Purpose: Empirical studies have found that cost-based pricing remains dominant in pricing practice and suggest that practice conflicts with marketing theory, which recommends value-based prices. However, empirical studies have yet to examine whether cost-plus formulas represent the pricing...