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The evolution and future of pricing capabilities

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  • Stephan M Liozu

    (Chatham University)

Abstract

For the past 20 years, faced with increased business and pricing complexity, pricing scholars and practitioners have paid more and more attention to pricing capabilities. Grounded in resource-based view and capability-based view of the firm, pricing capabilities have moved over time from a non-existing concept to an emerging theory rich in both qualitative and quantitative research papers. From the mid-2000 to today, pricing scholars have demonstrated the need to pay greater attention toward pricing capabilities to increase competitive advantage and firm performance. This article examines the evolution of the concept of pricing capabilities over time, the current state of pricing capabilities theory and the future ahead for this emerging field.

Suggested Citation

  • Stephan M Liozu, 2016. "The evolution and future of pricing capabilities," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 15(3), pages 306-316, July.
    • Handle: RePEc:pal:jorapm:v:15:y:2016:i:3:d:10.1057_rpm.2016.20
    DOI: 10.1057/rpm.2016.20
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    References listed on IDEAS

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    1. Dutta, Shantanu & Bergen, Mark & Levy, Daniel & Ritson, Mark & Zbaracki, Mark, 2002. "Pricing as a Strategic Capability," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 43(3 (April ), pages 61-66.
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    Cited by:

    1. Josep Mª Espinet Rius, 2018. "Global and local pricing strategies in the cruise industry," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(5), pages 329-340, October.
    2. Stephan M. Liozu, 2018. "Thoughts: fun and humor in pricing," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(5), pages 373-377, October.
    3. Stephan M. Liozu, 2019. "Penetration of the pricing function among global Fortune 500 firms," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(6), pages 421-428, December.
    4. Stephan M. Liozu, 2018. "Designing salesforce compensation programs to improve pricing execution," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(1), pages 11-19, February.
    5. Susanne Kreiter & Roland Helm, 2018. "Pricing Decisions in International Industrial Markets ¨C The Link between Standardization at Market Entry, Pricing Capability, and Price Reactions," Business and Management Studies, Redfame publishing, vol. 4(3), pages 26-43, September.

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