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Price setting in SMEs: some empirical findings

David Carson (University of Jordanstoun, Northern Ireland)
Audrey Gilmore (University of Jordanstoun, Northern Ireland)
Darryl Cummins (University of Jordanstoun, Northern Ireland)
Aodheen O’Donnell (University of Jordanstoun, Northern Ireland)
Ken Grant (Monash University, Melbourne, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 February 1998


Some consideration of the specific SME (small/medium sized enterprises) literature outlining perspectives on pricing practice in SMEs is given in this paper. Outlines some empirical findings gathered from in‐depth interviews with 40 SME owner‐managers in Northern Ireland. The findings provide corroboration of previous studies and expand the understanding of the price perspective for SMEs. Some conclusions are drawn as a result of this study. This paper examines the real implications of pricing in SMEs and shows how pricing fits with marketing in SMEs.



Carson, D., Gilmore, A., Cummins, D., O’Donnell, A. and Grant, K. (1998), "Price setting in SMEs: some empirical findings", Journal of Product & Brand Management, Vol. 7 No. 1, pp. 74-86.




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