Pricing has tended to be the least creative element of marketing strategy, despite the fact that evidence from successful firms points strongly to the integral role of pricing in performance. Suggests that effective pricing has much to gain from an understanding of the entrepreneurial process, and its dimensions: innovativeness, proactiveness and risk‐assumption. Because firms today operate in increasingly turbulent environments, a reluctance to be entrepreneurial in pricing could lead to stagnation or even demise. Also provides a checklist for practising managers to use to determine the extent of entrepreneurial pricing behaviour within their firms.
Pitt, L., Berthon, P. and Morris, M. (1997), "Entrepreneurial pricing: the Cinderella of marketing strategy", Management Decision, Vol. 35 No. 5, pp. 344-350. https://doi.org/10.1108/00251749710173706Download as .RIS
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