Pricing Study 2023: Pricing Processes in Business Practice

Authors: Prof. Dr. Hans-Christian Riekhof and Lukas Breustädt, 2023

The current pricing study is the fifth edition of the empirical investigation of pricing processes in companies. The PFH Private University of Göttingen has already presented an empirical pricing study in 2009, 2012, 2015 and 2018. The last survey is now longer ago. The Corona pandemic, the war in Ukraine, the resulting supply shortages and the experience of unusually high inflation rates have placed completely new demands on the pricing of companies. We will see how these changed conditions are reflected in the results.

With this study, we want to look at the pricing processes of various companies of different sizes and from different sectors. We are interested in how prices are formed, the internal company attitudes to pricing, the use of pricing tools as well as successful implementation.

In addition, we want to highlight potentials in the individual price design processes and show which remarkable approaches to pricing other companies can also apply.

The last survey is now longer ago. The Corona pandemic, the war in Ukraine, the resulting supply shortages and the experience of unusually high inflation rates have placed completely new demands on the pricing of companies. We will see how these changed conditions are reflected in the results.

It can already be revealed at this point: many companies still underestimate the importance of strategic pricing. The strongest profit driver is and remains pricing, which is why it requires very high attention and professional pricing processes. This statement was already confirmed in the previous pricing studies 2009 (Riekhof/Lohaus), 2012 (Riekhof/Wurr), 2015 (Riekhof/Ha) and 2018 (Riekhof/Wille) and is now confirmed with the result of this pricing study (Riekhof/Breustedt).