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Bidding for B2B or B2G tenders: toward the adoption of pricing models in practice

Author

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  • Heinz Herrmann

    (Torrens University Australia)

  • M. J. Cobo Martín

    (University of Granada)

Abstract

This study investigates the lack of adoption of pricing models for tenders in business-to-business (B2B) and business-to-government (B2G) markets. We aim to identify the gaps between research and practice and propose a future research agenda to bridge these gaps. Our study contributes in three ways: First, we outline how our research agenda can influence the adoption of pricing models across specific practitioner roles in tendering. Second, we introduce systematic science mapping (SSM) as a novel methodology for literature reviews. SSM combines a systematic review and science mapping in a multi-stage, mixed-methods research design. We chart the evolution of 1042 research publications from 1956 to 2022 into three thematic areas. Our review of 163 gray literature publications reveals seven schools of thought on tender price modeling and the causes of theory-to-practice gaps. Finally, we introduce a new metric, the mapping factor (MAPF), as a robustness indicator for systematic literature reviews.

Suggested Citation

  • Heinz Herrmann & M. J. Cobo Martín, 2025. "Bidding for B2B or B2G tenders: toward the adoption of pricing models in practice," Management Review Quarterly, Springer, vol. 75(2), pages 1495-1533, June.
    • Handle: RePEc:spr:manrev:v:75:y:2025:i:2:d:10.1007_s11301-024-00424-1
    DOI: 10.1007/s11301-024-00424-1
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    More about this item

    Keywords

    Competitive bidding; Tendering; B2B pricing; Systematic science mapping (SSM); Systematic review; Mapping factor (MAPF);
    All these keywords.

    JEL classification:

    • C63 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Computational Techniques
    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L74 - Industrial Organization - - Industry Studies: Primary Products and Construction - - - Construction
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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