This article investigates the development and current state of pricing strategy research by
undertaking a content analysis of 515 articles published in leading academic journals …

Is It Time to Rethink Your Pricing Strategy? MIT Sloan Management Review Logo Menu Close
Menu and Search Search Topics < Back to Menu Data, AI, & Machine Learning Innovation …

The increasing use of digital technology‐based retail services provides new opportunities
for digital marketing. In this paper, we investigate how augmented reality (AR) technology …

The adoption of new technologies generates an attractive offer of innovative products that
flood the markets. Are these products perceived as expensive or cheap? What determines …

Abstract Service delivery and solution selling both strive to achieve increased value through
co-creation. However, the concept of value co-creation is a macro concept that still lacks …

Purpose The optimal level of customer participation is an important factor in service design.
However, researchers know little about the impact of customer participation for their …

While value-based pricing remains the most talked about and taught pricing orientation, it is
also the most difficult pricing orientation to deploy in organizations. For the past 5 years …

Value is a key concept for researchers and practitioners in the fields of strategy, marketing,
and pricing. In the strategy literature, value is closely related to competitive advantage and …

Margin management is an important aspect of marketing mix decision-making. We argue
that when production costs increase, product managers must eventually choose among …

Purpose As franchisees are independent entrepreneurs, one important part of the business
format that franchisors are not allowed to impose on their franchisees is resale prices. They …