Capabilities in Service and Product Pricing in the UK Earthmover Tyre Industry: A Case Study
Historically, pricing has been seen as the invisible hand of the market driving the efficient transfer of resources to maximise their utility. With modern market based approaches to marketing theory, pricing has been studied in its role as strategic enabler of business objectives. Whether these...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2017
|
| Online Access: | https://eprints.nottingham.ac.uk/40846/ |
| Summary: | Historically, pricing has been seen as the invisible hand of the market driving the efficient transfer of resources to maximise their utility.
With modern market based approaches to marketing theory, pricing has been studied in its role as strategic enabler of business objectives. Whether these are market share or profitability objectives or realisation of pricing’s role at various points along the product or service life cycle. These strategic pricing roles are quite well understood and researched.
More recent academic literature have seen pricing being given more consideration into the very practices and procedures of the firm that are used to create prices. These are now been seen as capabilities of the firm, organisational competences whose very processes and structures can be a source of significant competitive advantage that is difficult to imitate.
The aim of this dissertation is to investigate how current industry challenges of the earthmover tyre industry are affecting how pricing of sales and services is being re-considered. This assessment will be made in and the context of the developing literature on pricing capability theory and price orientation. |
|---|