Purpose: The purpose of this paper is to investigate the pricing objectives that business-to-business (B2B) service companies pursue to set their prices and to examine the impact of market structure on these objectives. Design/methodology/approach: To achieve the research objectives, data were...

Purpose: The purpose of this paper is to investigate the characteristics that lead to the adoption of the three new business-to-business (B2B) product pricing strategies, namely, skimming pricing (i.e. a high initial price), penetration pricing (i.e. a low initial price) and pricing similar to...

Purpose: The purpose of this paper is to investigate the pricing objectives (e.g. customer-related objectives, sales-related objectives, profit-related objectives) that service companies pursue to set their prices and to examine the impact of market structure on these objectives....