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Penetration of the pricing function among global Fortune 500 firms

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  • Stephan M. Liozu

    (Case Western Reserve University)

Abstract

Over the last 40 years, the pricing discipline has made tremendous progress in its organization and professionalization. More firms adopt progressive pricing approaches and invest in pricing technical tools. Progress has been made, but there is much more that is needed to bring pricing to the level of adoption seen in the supply chain and analytics functions. Very little is published on the level of penetration and adoption of pricing in general. In this paper, we conduct a thorough secondary research inquiry focused on assessing the level of penetration of the pricing function in global Fortune 500 firms. Our findings reveal a moderate level of penetration (22%) of the pricing function in these firms. The findings establish reference measures for future studies and provide benchmark information for pricing executives wishing to establish a pricing function and to justify greater pricing investments.

Suggested Citation

  • Stephan M. Liozu, 2019. "Penetration of the pricing function among global Fortune 500 firms," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(6), pages 421-428, December.
    • Handle: RePEc:pal:jorapm:v:18:y:2019:i:6:d:10.1057_s41272-019-00209-2
    DOI: 10.1057/s41272-019-00209-2
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    References listed on IDEAS

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    1. Stephan M Liozu, 2016. "The evolution and future of pricing capabilities," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 15(3), pages 306-316, July.
    2. Frenzen, Heiko & Hansen, Ann-Kristin & Krafft, Manfred & Mantrala, Murali K. & Schmidt, Simone, 2010. "Delegation of pricing authority to the sales force: An agency-theoretic perspective of its determinants and impact on performance," International Journal of Research in Marketing, Elsevier, vol. 27(1), pages 58-68.
    3. Leone, Robert P. & Robinson, Larry M. & Bragge, Johanna & Somervuori, Outi, 2012. "A citation and profiling analysis of pricing research from 1980 to 2010," Journal of Business Research, Elsevier, vol. 65(7), pages 1010-1024.
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    Cited by:

    1. 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.

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