1990
DOI: 10.1108/eum0000000002734
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Strategy in retreat; pricing drops out

Abstract: Examines the shift in priorities of US industrial firms from those of securing market share by means of product innovation and aggressive pricing strategy to that of the achievement of short‐term objectives such as the satisfaction of financial markets and shareholders. Describes an eight‐year study tracking the use of pricing strategy by industrial firms in the 1980s, situating them in the wider context of Japanese‐led changes to the US market during that period. Concludes that instead of reacting defensively… Show more

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Cited by 21 publications
(7 citation statements)
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“…Wong [22] found that Japanese managersÕ decisions were mostly based on being trustworthy and reliable members of the company. The Japanese are known for their commitment to gaining, maintaining, and expanding market share around the world, using product innovation strategies that challenge their resources and technology [2].…”
Section: Cultural Backgroundmentioning
confidence: 99%
“…Wong [22] found that Japanese managersÕ decisions were mostly based on being trustworthy and reliable members of the company. The Japanese are known for their commitment to gaining, maintaining, and expanding market share around the world, using product innovation strategies that challenge their resources and technology [2].…”
Section: Cultural Backgroundmentioning
confidence: 99%
“…Marketrelated dimensions such as consumers' sensitivity to price (Montgomery & Rossi, 1999) and their switching costs (Coe, 1990) as well as industry barriers to entry (Davies, 1991) and elements of distribution (Chhabra, 1996) all have an impact on the pricing strategy managers ultimately adopt. As such, those strategies will differ considerably from those based on internal factors such as cost (Monroe, 1990).…”
Section: Introductionmentioning
confidence: 99%
“…To operationalize the variable obligation , respondents were asked to indicate the obligation to finalize the project on a 7‐point Likert scale (1 = low to 7 = high). The variable matcostshare controls for the importance of the material substitution to the product, since many firms use the cost‐plus approach as a pricing strategy (Coe, ; Noble and Gruca, ). Respondents indicated their acceptance that “The price of the new material decisively affects the price of the new product” (1 = strongly disagree to 7 = strongly agree).…”
Section: Methodsmentioning
confidence: 99%