Plaiting pricing into product categories and corporate objectives

Citation

(2010), "Plaiting pricing into product categories and corporate objectives", Strategic Direction, Vol. 26 No. 7. https://doi.org/10.1108/sd.2010.05626gad.010

Plaiting pricing into product categories and corporate objectives

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 7

Kehagias J., Skourtis E. and , Vassilikopoulou A. Journal of Product & Brand Management (UK), 2009, Vol. 18 No. 1, Start page: 67, No. of pages: 10

Purpose – Using the product classification proposed by the Commodity School as it was originally expressed and later developed, this research aims to focus on defining pricing strategies for specific corporate objectives, that is, profit increase, market share increase, and prevention of new competitors from entering the market. Design/methodology/approach – In order to investigate the relationship between four consumer product categories and alternative pricing strategies in light of various corporate objectives, a set of research questions and propositions was formed and tested on the basis of data reflecting opinions expressed by marketing executives through a mailed survey in Greece. Article type: Research paper ISSN: 1061-0421 Reference: 38AG226

Keywords: Greece, Pricing policy, Product specification, Strategic objectives