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Towards supply chain collaboration in B2B pricing: A critical literature review and research agenda

Marco Formentini (School of Management, University of Bath, Bath, UK)
Pietro Romano (Department of Electrical, Mechanical and Electronic Engineering, Università degli Studi di Udine, Udine, Italy)

International Journal of Operations & Production Management

ISSN: 0144-3577

Article publication date: 4 July 2016

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Abstract

Purpose

Research on business-to-business (B2B) pricing has been mainly focussed on the supplier’s pricing process, thus adopting traditionally an internal perspective and perceiving pricing as a profit distribution parameter rather than an opportunity for collaboration with customers. Recently, the opportunity to develop win-win, collaborative relationships in the B2B pricing process by embracing a supply chain perspective has started to attract the attention of scholars across several research streams, who have highlighted the emergence of this topic using different definitions, perspectives and methodologies. The purpose of this paper is to address the need for integrating the fragmented body of knowledge on B2B pricing toward supply chain collaboration.

Design/methodology/approach

This critical literature review adopts an interdisciplinary approach, focussing on industrial marketing and operations and supply chain management areas.

Findings

The authors provide a critical synthesis and discussion structured in four streams clustered around two dimensions, i.e. the “extension” of the collaboration in the pricing process along the supply chain and the “direction” of collaboration.

Research limitations/implications

Drawing on the literature gaps, the paper concludes by proposing an agenda for future research for a relevant topic both for academics and practitioners.

Originality/value

This paper offers a novel comprehensive view of the supply chain collaboration in the B2B pricing process and provides opportunities for intensifying dialogue across different research areas.

Keywords

Acknowledgements

The authors acknowledge the helpful comments and observations provided by Professor ManMohan S. Sodhi (Cass Business School, City University London). The authors thank Professor Lisa M. Ellram (Miami University) for her precious guidance and advice offered at the beginning of this research.

Citation

Formentini, M. and Romano, P. (2016), "Towards supply chain collaboration in B2B pricing: A critical literature review and research agenda", International Journal of Operations & Production Management, Vol. 36 No. 7, pp. 734-756. https://doi.org/10.1108/IJOPM-03-2015-0124

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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