Publication type
Journal article with impact factorPublication Year
2003Journal
Marketing LettersPublication Volume
14Publication Issue
4Publication Begin page
289Publication End page
305
Metadata
Show full item recordAbstract
The purpose of this study is to examine the success of new product pricing practices and the conditions upon which success is contingent. We distinguish three different pricing practices that refer to the use of information on customer value, competition, and costs respectively. Following Monroe's (1990) price discretion, we argue that the success of these practices is contingent on relative product advantage and competitive intensity. The hypotheses are tested on pricing decisions for new industrial products. Our results show that there are no general “best” or “bad” practices, but that a contingency approach is appropriate. These results may help reduce the complexity that managers experience in pricing new products.ae974a485f413a2113503eed53cd6c53
10.1023/B:MARK.0000012473.92160.3d