IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v11y2021i3p21582440211032168.html
   My bibliography  Save this article

Pricing Research: State of the Art and Future Opportunities

Author

Listed:
  • Aliomar Lino Mattos
  • José Carlos Tiomatsu Oyadomari
  • Fernando Nascimento Zatta

Abstract

The most commonly used pricing approaches adopted by companies worldwide are based on costs, customer value, and competition. The purpose of the present study is to review the current status of publications on pricing globally with the addition of Brazilian literature, identify the most cited authors and highest publishing institutions, and outline further research opportunities. To this end, we use the bibliometric method to analyze relevant publications from the following four databases: Web of Science, Emerald, Elsevier, and Spell. A total of 286 papers from 195 periodicals and 31 journals (primarily from marketing, accounting, economics, and production engineering) are reviewed. The findings show that pricing is a complex and multifaceted topic involving far more than merely establishing selling prices, and that pricing managers face substantial challenges. The results also reveal that the cost-based pricing approach is superior to the perceived customer-value-based and the competition-based approaches. Finally, the findings show that pricing remains an underresearched topic, and is thus a fertile ground for further investigation.

Suggested Citation

  • Aliomar Lino Mattos & José Carlos Tiomatsu Oyadomari & Fernando Nascimento Zatta, 2021. "Pricing Research: State of the Art and Future Opportunities," SAGE Open, , vol. 11(3), pages 21582440211, August.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211032168
    DOI: 10.1177/21582440211032168
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440211032168
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440211032168?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Paul Ingenbleek & Marion Debruyne & Ruud T. Frambach & Theo M. M. Verhallen, 2003. "Successful New Product Pricing Practices: A Contingency Approach," Marketing Letters, Springer, vol. 14(4), pages 289-305, December.
    2. Iveroth, Einar & Westelius, Alf & Petri, Carl-Johan & Olve, Nils-Göran & Cöster, Mathias & Nilsson, Fredrik, 2013. "How to differentiate by price: Proposal for a five-dimensional model," European Management Journal, Elsevier, vol. 31(2), pages 109-123.
    3. Ranjani Krishnan, 2011. "Discussion of “Cost Information and Pricing: Empirical Evidenceâ€," Contemporary Accounting Research, John Wiley & Sons, vol. 28(2), pages 580-584, June.
    4. Indounas, Kostis, 2006. "Making effective pricing decisions," Business Horizons, Elsevier, vol. 49(5), pages 415-424.
    5. Shi, Song & Yang, Zan & Tripe, David & Zhang, Huan, 2015. "Uncertainty and new apartment price setting: A real options approach," Pacific-Basin Finance Journal, Elsevier, vol. 35(PB), pages 574-591.
    6. Kuester, Sabine & Feurer, Sven & Schuhmacher, Monika C. & Reinartz, Dominik, 2015. "Comparing the incomparable? How consumers judge the price fairness of new products," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 272-283.
    7. Kaygusuz, Sait Y., 2011. "Target Costing for New Product Development Process," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 2(4), pages 1-19, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ortega, Ana M. & Tabares, Felipe A., 2023. "Psychological pricing: Myth or reality? The impact of nine-ending prices on purchasing attitudes and brand revenue," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sandra Rothenberger, 2015. "Fairness through Transparency: The Influence of Price Transparency on Consumer Perceptions of Price Fairness," Working Papers CEB 15-008, ULB -- Universite Libre de Bruxelles.
    2. Hinterhuber, Andreas, 2017. "Value quantification capabilities in industrial markets," Journal of Business Research, Elsevier, vol. 76(C), pages 163-178.
    3. Rajagopal, 2006. "Fiscal Policy and Growth: The Case of the Spanish Regions," Economic Issues Journal Articles, Economic Issues, vol. 11(1), pages 9-24, March.
    4. Florian Steinbrenner & Jana Turčínková, 2021. "Industry-Specific Factors Impeding the Implementation of Value-Based Pricing," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 7(1), pages 27-46.
    5. Stephan M. Liozu, 2017. "Value-based pricing special issue: Editorial," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 16(1), pages 1-3, February.
    6. Konya-Baumbach, Elisa & Schuhmacher, Monika C. & Kuester, Sabine & Kuharev, Victoria, 2019. "Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 385-399.
    7. Stephan M. Liozu, 2021. "The adoption of pricing from an organizational perspective and its impact on relative firm performance," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(4), pages 390-402, August.
    8. Boccali, Filippo & Mariani, Marcello M. & Visani, Franco & Mora-Cruz, Alexandra, 2022. "Innovative value-based price assessment in data-rich environments: Leveraging online review analytics through Data Envelopment Analysis to empower managers and entrepreneurs," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    9. Ebbing, Tobias & Lüthje, Christian, 2021. "Pricing decisions of consumer innovators," Research Policy, Elsevier, vol. 50(8).
    10. Hinterhuber, Andreas & Kienzler, Mario & Liozu, Stephan, 2021. "New product pricing in business markets: The role of psychological traits," Journal of Business Research, Elsevier, vol. 133(C), pages 231-241.
    11. Rick Cardot & Dick Boland & Stephan M. Liozu, 2021. "Factors that contribute to managers becoming engaged in unintentional price war," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(4), pages 410-419, August.
    12. Zsófia KENESEI & Tamás GYULAVÁRI & László SEER, 2013. "The Role Of Marketing In Corporate Competitiveness: Marketing Practice Analysis Of Hungarian Companies," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 7-28, May.
    13. Nathan Chubaka Mushagalusa & Eddy Balemba Kanyurhi & Deogratias Bugandwa Mungu Akonkwa & Patrick Murhula Cubaka, 2022. "Measuring price fairness and its impact on consumers’ trust and switching intentions in microfinance institutions," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(2), pages 111-135, June.
    14. Zan Yang & Shuping Wu, 2019. "Land acquisition outcome, developer risk attitude and land development timing," The Journal of Real Estate Finance and Economics, Springer, vol. 59(2), pages 233-271, August.
    15. McMullen, Jeffery S. & Bergman, Brian J., 2018. "The promise and problems of price subsidization in social entrepreneurship," Business Horizons, Elsevier, vol. 61(4), pages 609-621.
    16. Stephan M. Liozu, 2017. "State of value-based-pricing survey: Perceptions, challenges, and impact," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 16(1), pages 18-29, February.
    17. Rajagopal, 2006. "Measuring customer value and market dynamics for new products of a firm: an analytical construct for gaining competitive advantage," Global Business and Economics Review, Inderscience Enterprises Ltd, vol. 8(3/4), pages 187-205.
    18. Martin Spann & Marc Fischer & Gerard J. Tellis, 2015. "Skimming or Penetration? Strategic Dynamic Pricing for New Products," Marketing Science, INFORMS, vol. 34(2), pages 235-249, March.
    19. Li, Xin & Lian, Zhaotong & Choong, Kwee Keong & Liu, Xiaoming, 2016. "A quantity-flexibility contract with coordination," International Journal of Production Economics, Elsevier, vol. 179(C), pages 273-284.
    20. Rong, Ke & Ren, Qun & Shi, Xianwei, 2018. "The determinants of network effects: Evidence from online games business ecosystems," Technological Forecasting and Social Change, Elsevier, vol. 134(C), pages 45-60.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211032168. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.