Pricing strategies and pricing capabilities

descriptionPublicationkeyboard_double_arrow_right Article 28 Dec 2011 English Publisher:Springer Science and Business Media LLCJournal:Journal of Revenue and Pricing Management, volume 11, pages 4-11 (issn: 1476-6930, eissn: 1477-657X,

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Authors: Magnus Johansson; Niklas Hallberg; Andreas Hinterhuber; Mark Zbaracki; Stephan Liozu;

doi: 10.1057/rpm.2011.42

Pricing strategies and pricing capabilities

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Abstract

This article explores the intersection of pricing strategies and pricing capabilities by summarizing four distinct streams of research. By doing so, it provides insights into the challenges involved in implementing value-based pricing strategies as well as the generic challenges of building pricing capabilities. It also outlines the strategic importance of pricing capabilities.

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