2015 | OriginalPaper | Chapter
Antecedents To Pricing Strategy: Factors Driving The Selection Of Pricing Strategy For New Products or Services Of Technology-Based New Ventures
Authors : Jonas Kaiser, Malte Brettel
Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Based on a survey within technology-intensive industries in Germany, this study empirically investigates how 220 technology-based new ventures select their pricing strategies. The impact of 9 different antecedents to the selection of pricing strategy is disclosed and discussed. For practitioners, this insight reveals a direct opportunity to increase business performance.