Purpose – The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of altruism, social desirability and price consciousness as the antecedents of IRP and consumers’...

Access to daily store level scanner data has been increasingly easier in recent years in Japan and time series analysis based on a sales response model is becoming realistic. Introduces a new method of combining time series analysis and regression analysis on the price promotion effect, which...

Explains the two most commonly used qualitative research methods as the individually intensive or in‐depth interviews and focus group discussions. Suggests that, while it is possible to have a large number of interviews in order to draw sufficient statistical conclusions, this may not be...

Price‐taking has long been mistakenly regarded as an inferior firm behavior in an imperfectly competitive market. This scenario is challenged when a “Naiver’s Paradox” is shown to exist in an oligopolic market where all firms produce the same product with the same technology (cost...

Aims to: determine the degree of association between the setting of pricing objectives and the firm’s financial performance in the Scottish computer industry; to determine the extent of the relationship between prime pricing objectives and the nature of competition; to analyse the relationship...

Pricing has tended to be the least creative element of marketing strategy, despite the fact that evidence from successful firms points strongly to the integral role of pricing in performance. Suggests that effective pricing has much to gain from an understanding of the entrepreneurial process,...

Purpose – The purpose of this paper is to test the relationship between organizational antecedents, pricing capabilities, and firm performance. Design/methodology/approach – Quantitative survey of 748 managers from mostly large companies globally. Findings – It was found that the following...

Purpose – The literature has paid increased attention to pricing capabilities as a set of distinctive, complex activities, routines, and processes that drive company performance. Despite this emphasis, little research has addressed the pricing-capabilities construct itself, and no accepted...

Pricing and positioning strategies are of increasing strategic importance and are crucial to the long‐term competitiveness of small and medium‐sized enterprises (SMEs). Following the introduction of the Single European Currency (referred to as the “Euro” throughout this paper), the paper...

States that understanding of the durability of differentiation and positioning as strategies is generally limited, although these areas are of great interest to service marketers. Argues that service marketers must be aware of the need to create and implement durable strategies. Proposes a...