Professionalisierung des Preismanagements auf Business-to-Business-Märkten: Die Rolle der Marktorientierung und der Unternehmenskultur

Facts or gut feelings: analysis of external pricing antecedents for SMEs in Germany

“…If customer power is high, buyers can impose considerable pressure on prices (Slater and Narver 1994;Wyld, Pugh, and Tyrrall 2012;Yao and Oppewal, 2016). This might lead to lower levels of pricing success (Schuppar 2006;Totzek and Alavi 2010). The most relevant characteristic of this buyer/seller relationship is the element of enforcement.…”

“…Although Indounas offers initial insights, his findings are limited to the service sector; the author ignores the external factor of information acquisition sources, and focuses only on pricing information elements. Totzek and Alavi (2010) reports evidence for the positive relationship between market-information oriented pricing management and pricing success.…”

“…Pricing is considered key driver of a firm's performance and as a crucial factor in earning economic rents (Totzek and Alavi, 2010;Watson, Wood and Ferni, 2015;Dutta, Zbaracki and Bergen, 2003;Morgan 2012;Roy et al 2016;Meehan et al 2011;Roll, Pastuch, and Buchwald 2012). The first step in the process of making pricing decisions is the acquisition and use of pricing information (Homburg and Totzek 2011), which is regarded as the foundation of professional pricing in its organisational context (Indounas 2009;Totzek and Alavi 2010;Hult et al 2005;Slater and Narver 2000). Without appropriate information, pricing decisions are likely to be gut-based and haphazard (Meehan et al 2011).…”

“…Ingenbleek (2007, p. 450) states, "at the foundation of value-informed pricing in its organizational context are […] the information sources that may inform managers about the customer's value perception". However, studies on this issue only focus on large businesses (Totzek and Alavi 2010;Wiltinger 1998), particularly on export (Tzokas et al 2000) and service pricing (Avlonitis and Indounas 2005;Indounas 2009), and only rely on small qualitative samples (Wiltinger 1998, Indounas 2009Tzokas et al 2000;Hart et al 1999), Additionally, there is little conceptual and empirical research on the antecedents of pricing information acquisition. Specifically, to the best of our knowledge, no quantitative study, which analyses the external antecedents of pricing information acquisition in an integrative manner, has been previously conducted.…”

“…Pricing is considered a key driver of firm’s performance, and a crucial factor in earning economic rents (Dutta et al , 2003; Meehan et al , 2011; Morgan, 2012; Roll et al , 2012; Roy et al , 2016; Totzek and Alavi, 2010; Watson et al , 2015). The first step in the process of making pricing decision is the acquisition and use of pricing information, also seen as the foundation of professional pricing in organisational context (Hult et al , 2005; Indounas, 2009; Slater and Narver, 2000; Totzek and Alavi, 2010). Without appropriate information, pricing decisions are likely to be gut-based and haphazard (Meehan et al , 2011).…”