Pricing Research: State of the Art and Future Opportunities 2021

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.

Autores	Mattos, AL; Oyadomari, JCT; Zatta, FN
Título	Pricing Research: State of the Art and Future Opportunities
Afiliaciones	Universidade Federal do Espirito Santo; Universidade Presbiteriana Mackenzie; Universidade Metodista de Sao Paulo
Año	2021
DOI	10.1177/21582440211032168
Tipo de acceso abierto	Green Submitted, gold
Referencia	WOS:000708682100001
Artículo obtenido de:	WOS

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Pricing Research: State of the Art and Future Opportunities

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