PRICING DECISION MAKING FOR HIGH‐TECHNOLOGY PRODUCTS AND SERVICES

Abstract

High‐technology markets are characterized by rapid evolution that alters the emphasis existing in some traditional marketing decisions. This article examines the nature of these markets and suggests certain factors for special consideration in the pricing decision. First, it relates the economic, technological, and competitive factors that affect the firm's objectives. Then, it examines these factors and offers alternative strategies in view of high‐technology dynamics.

Citation

Grunenwald, J.P. and Vernon, T.T. (1988), "PRICING DECISION MAKING FOR HIGH‐TECHNOLOGY PRODUCTS AND SERVICES", Journal of Business & Industrial Marketing, Vol. 3 No. 1, pp. 61-70. https://doi.org/10.1108/eb006052