دانلود رایگان مقاله استراتژی قیمت گذاری: بررسی 22 سال تحقیق بازاریابی

abstract

This article investigates the development and current state of pricing strategy research by undertaking a content analysis of 515 articles published in leading academic journals between 1995 and 2016. The results suggest several developments in research focus and methodology; recent research has focused more strongly on services and applies more rigorous research designs. The results also indicate a persistent focus on consumer markets and economic theories, as well as an increasing consideration of demand-side respondents, at the expense of supplyside respondents. An important feature of this review is a set of actionable takeaways, with both theoretical and methodological implications for pricing strategy research.

5. Conclusions

This aggregated longitudinal analysis of 22 years of PSR in premier marketing journals highlights the development and current state of the literature and identifies several directions for further research. Although the present review confirms some progress in PSR, multiple research opportunities remain. The takeaways (Table 9) provide impetuses for action; researchers, editors, and practitioners can use these results to build a continuing dialogue about the optimal directions for PSR. In particular, such a dialogue might help reduce the divergence between academic and practical concerns.