Behavioral issues in price setting in business-to-business marketing

A framework for analysis

Gopalkrishnan R. Iyer, Sarah Hong Xiao, Arun Sharma, Michael Nicholson

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

Business-to-business pricing research has often focused on developing rational and normative frameworks and models for pricing issues, strategies and tactics. However, there has been less attention given to behavioral models that help us understand the realities of pricing and how managers actually set prices. Specifically, there has been less attention given to the various individual and group influences on the price setting process. We apply insights from a steadily increasing body of literature on behavioral decision making to identify some relevant behavioral issues that may affect managerial price setting processes in business-to-business contexts. We conclude with some implications for theory building and practice and an agenda for future research.

Original languageEnglish (US)
Pages (from-to)6-16
Number of pages11
JournalIndustrial Marketing Management
Volume47
DOIs
StatePublished - Jan 1 2015

Fingerprint

Price setting
Business-to-business marketing
Pricing
Business to business
Pricing research
Agenda
Tactics
Behavioral decision making
Managers
Theory building
Behavioral model

Keywords

  • Behavioral bias in pricing
  • Business-to-business pricing
  • Industrial pricing decisions
  • Price setting

ASJC Scopus subject areas

  • Marketing

Cite this

Behavioral issues in price setting in business-to-business marketing : A framework for analysis. / Iyer, Gopalkrishnan R.; Hong Xiao, Sarah; Sharma, Arun; Nicholson, Michael.

In: Industrial Marketing Management, Vol. 47, 01.01.2015, p. 6-16.

Research output: Contribution to journalArticle

Iyer, Gopalkrishnan R. ; Hong Xiao, Sarah ; Sharma, Arun ; Nicholson, Michael. / Behavioral issues in price setting in business-to-business marketing : A framework for analysis. In: Industrial Marketing Management. 2015 ; Vol. 47. pp. 6-16.
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