Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7432776 | Industrial Marketing Management | 2015 | 11 Pages |
Abstract
Business-to-business pricing research has often focused on developing rational and normative frameworks and models for pricing issues, strategies and tactics. However, there has been less attention given to behavioral models that help us understand the realities of pricing and how managers actually set prices. Specifically, there has been less attention given to the various individual and group influences on the price setting process. We apply insights from a steadily increasing body of literature on behavioral decision making to identify some relevant behavioral issues that may affect managerial price setting processes in business-to-business contexts. We conclude with some implications for theory building and practice and an agenda for future research.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Gopalkrishnan R. Iyer, Sarah Hong Xiao, Arun Sharma, Michael Nicholson,