Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 332650
Title Successful New Product Pricing Practices: A Contingency Approach
Author(s) Ingenbleek, P.T.M.; Debruyne, M.; Frambach, R.T.; Verhallen, Th.M.M.
Source Marketing Letters 14 (2003)4. - ISSN 0923-0645 - p. 289 - 305.
DOI https://doi.org/10.1023/B:MARK.0000012473.92160.3d
Department(s) Marketing and Consumer Behaviour
MGS
Publication type Refereed Article in a scientific journal
Publication year 2003
Keyword(s) managerial practice - market orientation - performance - decisions
Abstract Abstract 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.
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