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Response to the Comments on “Industrial Pricing: Theory and Managerial Practice”


  • Peter M. Noble

    (College of Business, Humboldt State University, 1 Harpst Street, Arcata, California 95523)

  • Thomas S. Gruca

    (College of Business, University of Iowa, Iowa City, Iowa 52242-1000)


The authors thank We would like to thank George E. Cressman, Jr. for his comments on their paper, “Industrial Pricing: Theory and Managerial Practice.” This study had its origins in the thesis of the first author, who entered a doctoral program in marketing after spending 18 years in the heavy equipment industry. In that period he spent a lot of time setting prices and trying to predict future price changes by competitors. His industry experience suggested that the market-oriented pricing strategies discussed in the marketing literature are not used as extensively in practice as we might like to believe. The results of the study do confirm this suspicion, although not to the extent suggested in the commentary. It is important to understand how many firms are operating with a purely internal focus for their pricing strategy.

Suggested Citation

  • Peter M. Noble & Thomas S. Gruca, 1999. "Response to the Comments on “Industrial Pricing: Theory and Managerial Practice”," Marketing Science, INFORMS, vol. 18(3), pages 458-459.
  • Handle: RePEc:inm:ormksc:v:18:y:1999:i:3:p:458-459

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    4. Cruijssen, F.C.A.M. & Borm, P.E.M. & Fleuren, H.A. & Hamers, H.J.M., 2005. "Insinking : A Methodology to Exploit Synergy in Transportation," Discussion Paper 2005-121, Tilburg University, Center for Economic Research.
    5. Scott, Alex, 2015. "The value of information sharing for truckload shippers," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 81(C), pages 203-214.
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    7. Oseni, Musiliu O. & Pollitt, Michael G., 2017. "The prospects for smart energy prices: Observations from 50 years of residential pricing for fixed line telecoms and electricity," Renewable and Sustainable Energy Reviews, Elsevier, vol. 70(C), pages 150-160.
    8. Ruijiao Guo & Purushottam Papatla, 2015. "Base + Add-on Pricing in Extremely Competitive Categories," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(2), pages 133-147, June.
    9. John Aloysius & Cary Deck & Amy Farmer, 2012. "A Comparison of Bundling and Sequential Pricing in Competitive Markets: Experimental Evidence," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 19(1), pages 25-51, February.
    10. Fuxiao Lu & Guowei Liu & Jianxiong Zhang & Wansheng Tang, 2016. "Benefits of partial myopia in a durable product supply chain considering pricing and advertising," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 67(10), pages 1309-1324, October.
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    12. Ingenbleek, P.T.M. & Debruyne, M. & Frambach, R.T. & Verhallen, T.M.M., 2003. "Succesful new product pricing practices : A contingency approach," Other publications TiSEM 7df23c39-347c-44a1-a44b-2, Tilburg University, School of Economics and Management.
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    14. Birendra K. Mishra & Ashutosh Prasad, 2004. "Centralized Pricing Versus Delegating Pricing to the Salesforce Under Information Asymmetry," Marketing Science, INFORMS, vol. 23(1), pages 21-27, January.
    15. Jans, Raf & Degraeve, Zeger & Schepens, Luc, 2008. "Analysis of an industrial component commonality problem," European Journal of Operational Research, Elsevier, vol. 186(2), pages 801-811, April.
    16. Markus Christen, 2005. "Research Note---Cost Uncertainty Is Bliss: The Effect of Competition on the Acquisition of Cost Information for Pricing New Products," Management Science, INFORMS, vol. 51(4), pages 668-676, April.
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    18. Kamel Jedidi & Sharan Jagpal & Puneet Manchanda, 2003. "Measuring Heterogeneous Reservation Prices for Product Bundles," Marketing Science, INFORMS, vol. 22(1), pages 107-130, July.
    19. Cruijssen, F.C.A.M., 2006. "Horizontal cooperation in transport and logistics," Other publications TiSEM ab6dbe68-aebc-4b03-8eea-d, Tilburg University, School of Economics and Management.
    20. George E. Cressman , Jr., 1999. "Commentary on “Industrial Pricing: Theory and Mangerial Practice”," Marketing Science, INFORMS, vol. 18(3), pages 455-457.
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    23. Cruijssen, Frans & Borm, Peter & Fleuren, Hein & Hamers, Herbert, 2010. "Supplier-initiated outsourcing: A methodology to exploit synergy in transportation," European Journal of Operational Research, Elsevier, vol. 207(2), pages 763-774, December.
    24. Wu, Xiang & (Yale) Gong, Yeming & Xu, Haoxuan & Chu, Chengbin & Zhang, Jinlong, 2017. "Dynamic lot-sizing models with pricing for new products," European Journal of Operational Research, Elsevier, vol. 260(1), pages 81-92.

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