TY  - JOUR
AB  - Examines the shift in priorities of US industrial firms from those
of securing market share by means of product innovation and aggressive
pricing strategy to that of the achievement of short‐term objectives
such as the satisfaction of financial markets and shareholders.
Describes an eight‐year study tracking the use of pricing strategy by
industrial firms in the 1980s, situating them in the wider context of
Japanese‐led changes to the US market during that period. Concludes that
instead of reacting defensively, abandoning pricing as a market strategy
or using it for short‐term profitability, US business should concentrate
on product innovation/development and the pursuit of long‐term profit
goals via marketing and pricing strategies appropriate to the external
marketplace.
VL  - 5
IS  - 1
SN  - 0885-8624
DO  - 10.1108/EUM0000000002734
UR  - https://doi.org/10.1108/EUM0000000002734
AU  - Coe Barbara J.
PY  - 1990
Y1  - 1990/01/01
TI  - Strategy in retreat; pricing drops out
T2  - Journal of Business & Industrial Marketing
PB  - MCB UP Ltd
SP  - 5
EP  - 25
Y2  - 2024/09/21
ER  -