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Evolving pricing practices: the role of new business models

Dhruv Grewal (Babson College, Babson Park, Massachusetts, USA)
Anne L. Roggeveen (Babson College, Babson Park, Massachusetts, USA)
Larry D. Compeau (Clarkson University, Potsdam, New York, USA)
Michael Levy (Babson College, Babson Park, Massachusetts, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 November 2011




In this brief paper, the aim is to highlight three important pricing areas: the business strategies and pricing models that have evolved over the past 20 years of research, the customers that have been targeted, and the role of the internet on pricing. The advent of social media, mobile marketing and display technologies are likely to encourage researchers to pursue additional research on these topics.


The current paper is an essay aimed at stimulating pricing research in three major domains.


The authors review illustrative current practices and research findings pertaining to emerging pricing business models, customer target marketing and price dispersion on the web.

Research limitations/implications

The paper highlights areas that need empirical investigation.

Practical implications

Managers need to explicitly understand the role of these emerging technologies (e.g. social media, mobile media, and web‐application) and appropriately incorporate them into their pricing strategies.


The paper's central contribution is to stimulate additional research on key pricing areas.



Grewal, D., Roggeveen, A.L., Compeau, L.D. and Levy, M. (2011), "Evolving pricing practices: the role of new business models", Journal of Product & Brand Management, Vol. 20 No. 7, pp. 510-513.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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