(Universitas Negeri Padang, Kota Padang, 25171, Indonesia)
(2) Rino Rino
(Universitas Negeri Padang, Kota Padang, 25171, Indonesia)*Corresponding author
AbstractThis systematic literature review aims to explore pricing strategies and adaptation in the context of modern marketing management, considering the impact of digital technologies and data analytics. Using the PRISMA methodology, this review identifies approaches, models, and key factors that influence the success of pricing strategies. The results highlight the importance of a value-based pricing approach, considering market dynamics and customer behavior, as well as the opportunities and challenges associated with implementing the latest technologies. This review provides practical insights for managers in designing and implementing effective pricing strategies in the digital era, emphasizing the need for a holistic approach, capability development, and cross-functional collaboration. By integrating insights from multiple research streams, this review offers a comprehensive perspective on the determinants of success of pricing strategies in a changing business landscape.
KeywordsPricing Strategy; Price Adaptation; Digital Technology; Data Analytics; Marketing Management
|
DOIhttps://doi.org/10.33122/ejeset.v6i1.497 |
Article metricsAbstract views : 950 | PDF views : 904 |
Cite |
Full Text Download
|
References
Akter, S., & Wamba, S. F. (2016). Big data analytics in E-commerce: a systematic review and agenda for future research. Electronic Markets, 26(2), 173–194. https://doi.org/10.1007/s12525-016-0219-0
Amaral, J. V., & Guerreiro, R. (2019). Factors explaining a cost-based pricing essence. Journal of Business & Industrial Marketing, 34(8), 1850–1865. https://doi.org/10.1108/JBIM-12-2018-0373
Den Boer, A. V. (2015). Dynamic pricing and learning: Historical origins, current research, and new directions. Surveys in Operations Research and Management Science, 20(1), 1–18. https://doi.org/10.1016/j.sorms.2015.03.001
Grewal, D., Ailawadi, K. L., Gauri, D., Hall, K., Kopalle, P., & Robertson, J. R. (2011). Innovations in retail pricing and promotions. Journal of Retailing, 87, S43–S52. https://doi.org/10.1016/j.jretai.2011.04.008
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2016). Roles of retailer tactics and customer-specific factors in shopper marketing: Substantive, methodological, and conceptual issues. Journal of Business Research, 69(3), 1009–1013. https://doi.org/10.1016/j.jbusres.2015.08.012
Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online-Offline Channel Integration. Journal of Retailing, 91(2), 309–325. https://doi.org/10.1016/j.jretai.2014.12.009
Hinterhuber, A. (2015). Violations of rational choice principles in pricing decisions. Industrial Marketing Management, 47, 65–74. https://doi.org/10.1016/j.indmarman.2015.02.006
Hinterhuber, A., & Liozu, S. M. (2014). Is innovation in pricing your next source of competitive advantage? Business Horizons, 57(3), 413–423. https://doi.org/10.1016/j.bushor.2014.01.002
Hinterhuber, A., & Liozu, S. M. (2019). Pricing Strategy Implementation Translating Pricing Strategy into Results.
Hou, L., Nie, T., & Zhang, J. (2024). Pricing and inventory strategies for perishable products in a competitive market considering strategic consumers. Transportation Research Part E: Logistics and Transportation Review, 184, 103478. https://doi.org/https://doi.org/10.1016/j.tre.2024.103478
Ingenbleek, P. T. M., & van der Lans, I. A. (2013). Relating price strategies and price-setting practices. European Journal of Marketing, 47(1/2), 27–48. https://doi.org/10.1108/03090561311285448
Iyer, G. R., Xiao, S. H., Sharma, A., & Nicholson, M. (2015). Behavioral issues in price setting in business-to-business marketing: A framework for analysis. Industrial Marketing Management, 47, 6–16. https://doi.org/10.1016/j.indmarman.2015.02.001
Keller, C., Markert, F., & Bucher, T. (2017). Pricing for the digital economy. Journal of Business Strategy, 38(5), 19–26. https://doi.org/10.1108/JBS-07-2016-0075
Kienzler, M., & Kowalkowski, C. (2017). Pricing strategy: A review of 22 years of marketing research. Journal of Business Research, 78, 101–110. https://doi.org/10.1016/j.jbusres.2017.05.005
Kotler, P., & Armstrong, G. (2016). Principles of Marketing (17h ed.).
Krämer, A., Tachilzik, T., & Bongaerts, R. (2017). Technology and Disruption: How the New Customer Relationship Influences the Corporate Strategy. In A. Khare, B. Stewart, & R. Schatz (Eds.), Phantom Ex Machina: Digital Disruption's Role in Business Model Transformation (pp. 53–70). Springer International Publishing. https://doi.org/10.1007/978-3-319-44468-0_4
Liozu, S. M., & Hinterhuber, A. (2013). Pricing orientation, pricing capabilities, and firm performance. Management Decision, 51(3), 594–614. https://doi.org/10.1108/00251741311309670
Nagle, T. T. , & M. G. (2016). The Strategy and Tactics of Pricing: A Guide to Growing More
Nijssen, E. J., Hillebrand, B., de Jong, J. P. J., & Kemp, R. G. M. (2016). Strategic value assessment and explorative learning opportunities with customers. Journal of Product Innovation Management, 33(S1), 16–28. https://doi.org/10.1111/jpim.12325
Seele, P., Dierksmeier, C., Hofstetter, R., & Schultz, M. D. (2019). Mapping the Ethicality of Algorithmic Pricing: A Review of Dynamic and Personalized Pricing. Journal of Business Ethics. https://doi.org/10.1007/s10551-019-04371-w
Simon, H. (2015). Confessions of the Pricing Man: How Price Affects Everything.
Somervuori, O. (2014). Profiling behavioral pricing research in marketing. Journal of Product & Brand Management, 23(6), 462–474. https://doi.org/10.1108/JPBM-06-2014-0653
Töytäri, P., Rajala, R., & Alejandro, T. B. (2015). Organizational and institutional barriers to value-based pricing in industrial relationships. Industrial Marketing Management, 47, 53–64. https://doi.org/10.1016/j.indmarman.2015.02.005
Völckner, F., & Hofmann, J. (2007). The price-perceived quality relationship: A meta-analytic review and assessment of its determinants. Marketing Letters, 18(3), 181–196. https://doi.org/10.1007/s11002-007-9013-2
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Ulfah Yuziya Hasanah*, and Rino
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Electronic Journal of Education, Social Economics and Technology (eJESET)
ISSN 2723-6250 (Online)
Published by the SAINTIS Publishing
Homepage: http://ejeset.saintispub.com
Editor E-mail : ; editor.ejeset@gmail.com
Editorial Office Address:
