“…In recent decades, many researchers in the fields of management accounting and marketing have addressed the theme of price-setting practices observed in companies. Overall, these researchers have shown evidence that full cost plus margin has been the most frequently applied method to set prices: Govindarajan and Anthony (1983), Shipley (1983), Mills (1988), Hanson (1992), Shim and Sudit (1995), Noreen and Burgstahler (1997), Noble and Gruca (1999), Avlonitis and Indounas (2004, 2005), Guilding et al (2005), Fabiani et al (2005), Guerreiro et al (2006), Drury and Tayles (2006), Avlonitis and Indounas (2006a, 2006b, 2007a, 2007b), Indounas (2008, 2009), Indounas and Avlonitis (2009, 2011), Guerreiro et al (2012) and Indounas (2014, 2015).…”