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Barriers to implementing value-based pricing in industrial markets: A micro-foundations perspective

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  • Töytäri, Pekka
  • Keränen, Joona
  • Rajala, Risto

Abstract

Value-based pricing has the potential to improve differentiation, profitability, and value creation for industrial firms and their customers. However, while most of the pricing research considers the ways organizations set or get value-based prices, only few studies consider how individual managers influence the pricing process and what prevents them from setting and getting value-based prices. This is of critical concern, since it is not just organizations, but individuals within organizations who make pricing decisions—and their decision-making is influenced by institutional pressures such as socially prescribed norms, rationalized meanings, and beliefs about profitable approaches to pricing. This study addresses this gap in the current knowledge by adopting a micro-foundations perspective to pricing, and focusing on the barriers that individual managers encounter when implementing value-based pricing. Drawing on a single case study in a global industrial firm, and from interviews with 24 managers, this study identifies 11 individually, organizationally, and externally induced barriers to value-based pricing. The study also sheds light on the potential sensegiving strategies for overcoming these barriers.

Suggested Citation

  • Töytäri, Pekka & Keränen, Joona & Rajala, Risto, 2017. "Barriers to implementing value-based pricing in industrial markets: A micro-foundations perspective," Journal of Business Research, Elsevier, vol. 76(C), pages 237-246.
    • Handle: RePEc:eee:jbrese:v:76:y:2017:i:c:p:237-246
    DOI: 10.1016/j.jbusres.2016.04.183
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    References listed on IDEAS

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    Cited by:

    1. Henri Kuokkanen & Jean-Pierre Van der Rest, 2022. "Game—Gimme a Better Price! A Negotiation Role Play on B2B Pricing in Hotel Revenue Management," INFORMS Transactions on Education, INFORMS, vol. 23(1), pages 46-55, September.
    2. Ronald B. Larson, 2019. "Promoting demand-based pricing," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(1), pages 42-51, February.
    3. Larson, Ronald B., 2017. "Selling Demand-Based Pricing," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 259135, Agricultural and Applied Economics Association.
    4. Hinterhuber, Andreas & Kienzler, Mario & Liozu, Stephan, 2021. "New product pricing in business markets: The role of psychological traits," Journal of Business Research, Elsevier, vol. 133(C), pages 231-241.
    5. Raja, Jawwad Z. & Frandsen, Thomas & Kowalkowski, Christian & Jarmatz, Martin, 2020. "Learning to discover value: Value-based pricing and selling capabilities for services and solutions," Journal of Business Research, Elsevier, vol. 114(C), pages 142-159.
    6. Tabaghdehi, Seyedeh Asieh H. & Hunter, John, 2020. "Long-run price behaviour in the gasoline market - The role of exogeneity," Journal of Business Research, Elsevier, vol. 116(C), pages 620-627.
    7. Lucie Kaňovská & Veronika Bumberová, 2021. "The Differences in the Propensity of Providing Smart Services by SMEs from the Electrical Engineering Industry with Regard to Their Cooperation and Innovation Flexibility," Sustainability, MDPI, vol. 13(9), pages 1-23, April.
    8. Stephan M. Liozu, 2021. "The adoption of pricing from an organizational perspective and its impact on relative firm performance," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(4), pages 390-402, August.
    9. Florian Steinbrenner & Jana Turčínková, 2021. "The Value-Based Pricing Determination Matrix for Pricing Method Selection," Central European Business Review, Prague University of Economics and Business, vol. 2021(4), pages 99-123.

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