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Summary of Article Review - Pricing Strategy

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Reference Kunal Swani and


Johan Anselmsson Manu Carricano,
(APA
Boonghee Yoo,
Niklas Vestman
(2014),"Pricing
format)
(2010),"Interactions Bondesson Ulf
myopia: do leading
between price and Johansson,
companies capture
price deal", Journal of (2014),"Brand
the full value of their
Product & Brand
image and
pricing strategies?"
Management, Vol.19 customers'
Management
Iss 2, pp. 143 - 152 willingness to pay a Decision, Vol. 52 Iss
price premium for 1 pp. 159 - 178
food brands",
Journal of Product &
Brand
Management, Vol.
23 Iss 2 pp. 90
102

Venkatesh Shankar andStephan Liozu


Ruth N. Bolton, (2004), Andreas Hinterhuber
An Empirical Analysis Toni Somers ,
of Determinants of
(2014),"Organization
Retailer Pricing
al design and pricing
Strategy, Marketing capabilities for
Science, Vol. 23, No. 1, superior firm
pp. 2849
performance",
Management
Decision, Vol. 52 Iss 1
pp. 54 - 78

Objective/ The purpose of this The aim is to


Industry/ study is to examine understand
Location
the interactive effect customers
of price and price
willingness, or
deal. Specifically, it unwillingness, to
desires to measure pay a price
how consumers
premium in the
behavioural
market for
intentions toward the consumer
brand are affected
packaged food and
for a high-priced
what kind of brand
brand and a lowimages can be
priced brand when a used in order to

The purpose of this


The purpose of this
study is to investigate paper is to test the
the following focal
relationship between
research question: Howorganizational
are retailers pricing
antecedents, pricing
strategies customized capabilities, and firm
for different brands,
performance.
categories, stores,
chains, markets,
customers, and
competitive situations?

The purpose of this


paper is to report an
investigation of
pricing determinants
in large companies
manufacturing
capital goods in
France.

Summary of Article Review - Pricing Strategy


price deal is offered. achieve a price
premium in
Sweden.
Research1. How will the positive
Question effect of price
interact with the
negative effect of
price deals?
2. Does price level
interact with the
presence versus
absence of a price
promotion?

What are other 1. How to use the


1. How competitors
How to increase firm
price premium
information already marketing efforts
performance via
determinants
available in a firms particularly price and pricing?
beside quality?
environment in order deal decisionsrelated
How significance
to identify key
to retailer pricing?
the determinants to variables influencing
2. What factors are most
price premium?
pricing strategic
important in retailer
choices?
pricing decisions?
2. What are ways
3. What is the role of
pricing decision
brand characteristics,
makers rely on
such as brand
environmental
advertising and brand
determinants when equity, in pricing
making their pricing strategy?
decisions?
4. How do category
3. How to provide a
factors, such as
more realistic
storability and
description of pricing necessity, affect
practices that
pricing strategies?
embrace the
5. How do characteristics
complexity of
of the store, influence
observed pricing
retailers pricing
decision making
decisions?
6. How do pricing
strategies vary across
chains and markets?
7. What is the effect of
consumer sensitivity to

Summary of Article Review - Pricing Strategy


price changes or deals
on retailer pricing for
each brand at a store?
Theory 1. Yoo (2000) on Brand
1. Aaker (1996),
1. Noble and Grucas 1. Hoch (1994) on price1.
Used
equity and Brand
Anselmsson et al. (1999) on pricing
consistency
loyalty
(2007), Yoo and
strategies
2. Alba (1994), Tellis and
2. Chen (1998) on
Donthu (2001) on2. Ingenbleek et al.s
Zufryden (1995) on 2.
Purchase intention, Brand awareness (2003) on contingent price-promotion
Likelihood of
2. Anselmsson et al. approach to pricing intensity
permanent price
(2007); Netmeyer strategies
3. Fader and Lodish
reduction, Likelihood et al. (2004); Yoo3. Forman and Hunts (1990), Inman and 3.
of regular price
and Donthu (2001); (2005) on
McAlister (1993) on
inflation
Trijp (1995);
international pricing Price-Promotion
3. Grewal (1998) on
Kalogeras et al.
practices
Coordination
Perceived quality,
(2009); Khan and4. Bang-Ning Hwang et Hoch (1994) , Bolton4.
Perceived value,
Mahmood (2012); al. (2011), Farres
(1989) on Relative
Internal reference
Sethuraman (2000) (2012), Gale and
Brand Price
price
on Perceived
Swire (2012), Jobber
4. Ratneshwar (2001) quality
and Shipley (2012),
5.
on Personal purchase
3. Anselmsson et al. Johansson and
goals
(2007); Bruns et Andersson (2012),
al. (2002); Oude
Smith (2012),
Ophuis and Van
Ingenbleek and van
Trijp (1995) on CSR der Lans (2013) on
6.
4. Anselmsson et al. practical pricing
(2007); Ahmed et research
al. (2004); Arnoult
7.
et al. (2010);
Unahanandh and
Assarut (2013) on
Home country
8.

Organizational
decision-making
theory (March, 1958)
The behavioural
theory of the firm
(Cyert and March,
1992)
The resource-based
view (RBV) of the
firm (Wernerfelt,
1984).
Organizational theory
on the internal
structure Grant,
1996),
Organizational
structure (Aiken et
al., 1980; Hall, 1977;
Hall et al., 1967;
Miller et al., 1988),
Organizational
efficacy (Bandura,
2000; Bohn, 2001),
Organizational
champions (Howell
and Shea, 2006;
Schon, 1963),
Organizational

Summary of Article Review - Pricing Strategy


origin

change capacity
(Judge and Douglas,
2009).

Responde Study 1: real,


354 respondents
nt
existing brand
age between 20
PRADA and MOSSIMO and 74 years old
female handbag - 80 randomly chosen
college female
nationwide
students
Study 2: fictitious
brand, Unisex
G316W Sunglasses 119 undergraduate
and graduate
business students
(60 females and 59
males).

98 respondents
The markets - six
Quantitative survey
(Directors of
categories of
of 748 managers
Marketing, Sales
consumer-packaged
from mostly large
Managers, Product
goods in five U.S.
companies globally.
Managers and Pricing markets; New York, Los
Managers, dependingAngeles, Chicago,
on who was in
Marion
charge of pricing
(Indiana), and Pittsfield
within the firm) from (Massachusetts)
firms which among consist of 17 chains
the largest
and 212 stores
manufacturing
obtained from
companies in France. ACNielsen and Co. and
Info Resources, Inc.

Location

Hofstra University, Sweden


Hempstead, NY, USA

France

Independ
ence
Variables

Study 1 : real,
Awareness,
Pricing strategy,
existing brandperceived quality, Pricing structure,
handbag (the level of uniqueness,
Offer Structure
price and the level of corporate social
price deal highresponsibility
priced brand and
(CSR), social image
low-priced brand)
and home country
Study 2 : fictitious
origin

U.S.

U.S

Market type, chain


Center-led pricing,
size, chain positioning, Championing
store size, category
behaviors,
assortment, storability, Organizational
necessity, brand
change capacity
preference, relative
brand advertising,
customer own and

Summary of Article Review - Pricing Strategy


brand, Unisex
Sunglasses (2 level
of price and 2 level
of price deal - $24.95
and $274.95)
Moderatin None
g
Variables

cross elasticity for


prices and deals,
competitor relative
price and deal
frequency.
None

Dependen Behavioural
Loyalty and price
t Variable intentions: brand
premium
equity, brand loyalty,
and purchase
intention.
Findings

None

None

Competitive
intensity, Product
advantage

Market conditions,
competitive
conditions, company
conditions, product
conditions

Price Consistency,
Price-Promotion
Intensity, PricePromotion
Coordination, Relative
Brand Price

Pricing capabilities,
Organizational
confidence, Relative
firm performance

A strong interactive The survey shows Env. determinants


It finds that competitor It was found that the
effect between price that quality is a
and their influence factors explain the
following five key
and price deal: price significant
on the pricing
most variance in
organizational
deals do not have a determinant of
describes the
retailer pricing
resources (the 5 Cs)
uniform effect across price premium, but structure of pricing strategy. Only in the
centre-led price
brands but a
adding other image determinants as:
cases of pricemanagement,
different effect
dimensions doubles market-based, value- promotion coordination organizational
depending on the
the predictability
based, positionand relative brand
confidence,
price level of the
and understanding based, competition- price do category and championing
brand. For a highabout price
based and
chain factors explain behaviours,
priced brand, a
premium. The
production-based.
much variance in
organizational
negative effect of
strongest
The results-firms rely retailer pricing.
change capacity, and
price deals on
determinants of
on env. determinants
pricing capabilities
behavioural
price premium are as indicators of
positively influence
intentions (brand
social image,
pricing flexibility.
firm performance.
equity, brand loyalty, uniqueness and
Indicators operate as
Furthermore, centre-

Summary of Article Review - Pricing Strategy


and purchase
home country
pricing levers: a good
intention) was found. origin. Other
position on these
Contrary, a lowsignificant
variables gives firms
priced brand, a
determinants are more pricing power.
positive effect of
corporate social
But in majority of the
price deals on each responsibility (CSR) cases, companies
of the same
and awareness.
relied on competitive
behavioural intention
conditions instead of
variables was found.
a favourable
position, described
as pricing myopia.

led price
management,
organizational
change capacity, and
championing
behaviours act as
important
antecedents to
pricing capabilities
and, except for the
former, to org
confidence.