Title: Empirical Study – Pricing Processes in Business Practice Many managers have not yet recognized the value creation potential that lies in strategically oriented pricing. Some companies pursue extremely intelligent and long-term pricing strategies; others have considerable catching up to do. To test this research-guiding hypothesis, we conducted a nationwide empirical study on the subject of pricing. The aim was to get a picture of the practical implementation of pricing processes in business practice. There are very few studies that deal with pricing in this intensity under the process aspect. The four sub-processes of pricing form the analytical framework and guide for the survey.
Authors: Hans-Christian Riekhof, Benedikt Lohaus (2009)
