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The Journal of Revenue and Pricing Management

Special issue: IMPLEMENTING PRICING STRATEGIES, Vol. 17 (2017)

Guest Editor: Dr. Andreas Hinterhuber (Hinterhuber & Partners)

In mid 2017, a special issue on Implementing Pricing Strategies will be guest edited by Dr. Andreas Hinterhuber. We would like to invite the scientific and practicing community to submit papers by 30 November 2016 in order to be considered for publication.

BACKGROUND

At the risk of oversimplification, the following assertion probably stands: On the continuum stretching from pricing strategy development to pricing strategy implementation, the literature has dedicated a very substantial attention to the former while dedicating much less attention to the latter. This focus on pricing strategy development at the expense of pricing strategy implementation is unwarranted.

Papers in this special issue will thus examine all “3Cs” of pricing strategy (Hinterhuber, 2004) – customers, competitors, company – with a specific focus on implementation. Out of scope are papers dealing with strategic analysis, goals, and pricing strategy formulation/development.

Recommended topic areas

1. Customer perspective: Pertinent research questions explore customer perceptions of or customer reactions to pricing strategy implementation. Of interest here: Which factors account for different adoption rates of a new pricing strategy in a heterogeneous customer set? How can companies increase implementation success with customers when adopting a new pricing strategy or when increasing prices? How can companies obtain customer support in the context of pricing strategy implementation (radical vs gradual change)? How can companies favorably influence customer perceptions of value and price when implementing (new) pricing strategies?
2. Competitor perspective: Core research questions explore the interaction between pricing strategy implementation of a focal company and key competitors. Of interest: Which factors explain why some competitors react to any given pricing strategy? How can companies influence competitors and shape markets in the context of pricing strategy implementation?
3. Company perspective: Core questions explore the antecedents of pricing strategy implementation. Of interest also here is the exploration of the micro-level antecedents of pricing strategy implementation, for example: Individual characteristics and pricing decisions: How do individual psychological traits (e.g. altruism, intelligence) influence pricing strategy implementation? How does implementation of pricing at the individual level gain traction to lead to pricing implementation at the organizational level? Goal framing and pricing: How do hedonic goals (concerned about short-term gains), gain goals (concerned about longer term benefits), and normative goals (concerned with adhering to moral principles) interact at the individual level to influence pricing? Of interest also research questions that examine which changeable factors (e.g. factors related to capabilities, resources or the organizational configuration) and which fixed factors (e.g. factors related to a company’s starting position) determine the effectiveness of pricing strategy implementation.
4. Best practice section: In the history of marketing strategy implementation one example clearly stands out in terms of implementation effectiveness: Black and Decker industrial power tools in 1992-1994 (Dolan, 2001).

Black and Decker, inventor of power tools, had lost its number one position to Makita, fallen to a distant also run in this category and has regained its position as market share, profitability and innovation leader with the implementation of a new marketing strategy that can be inadequately described only with the words spectacularly successful.

What are best practices in pricing strategy implementation? Are there case studies of companies that regained a leadership position lost essentially via effective pricing strategy implementation? Conversely, are there case studies where a well-crafted pricing strategy failed to produce desired results due to ineffective implementation? What do these case studies contribute to the theory and practice of strategic pricing?

Submission of papers;

Papers should be submitted to: andreas@hinterhuber.com

The paper should be clearly labeled in the title line of the email – Journal of Revenue & Pricing Management – Implementing Pricing Strategies.

In the abstract, please also clarify to which section your paper best belongs: customer perspective, competitor perspective, company perspective or, finally, best practice section.

Advice about the suitability of papers and other enquiries can be sent to:

Dr. Andreas Hinterhuber
Hinterhuber & Partners
andreas@hinterhuber.com

Deadlines

• Submission of papers deadline: 30 November 2016
• Final papers: 30 April 2017
• Publication: November 2017

More information

 

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