1,721,089 research outputs found
Price strategies for sustainable food products
No full textPurpose – Sustainable products often suffer a competitive disadvantage compared with mainstream products because they must cover ecological and social costs that their competitors leave to future generations. The purpose of this paper is to identify price strategies for sustainable products that minimize this efficiency disadvantage. Design/methodology/approach – The strategies and their determinants from the pricing environment are derived from an inductive sequential case study of certified food products, such as organic and fair trade products. Data are collected through desk research and interviews. Findings – The results reveal six different strategies that build on three basic mechanisms: cost-based pricing in combination with price fairness, increasing willingness to pay through perceptions of quality and/or price, and price stability in which costs are compensated for by scale and/or learning effects. Research limitations/implications – The framework can help companies that offer sustainable products strengthen their market positions and it can help policy makers that partly rely on markets to achieve sustainability objectives. Originality/value – The existing pricing literature on sustainability predominantly takes a consumer approach. This study breaks new ground by extending this work with a strategic marketing approach offering a choice set of strategies for managers
Pricing to increase profit margins in marketing channels: Towards an integration of pricing with resource-based and social network theories
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From Subsistence Marketplaces Up, from General Macromarketing Theories Down: Bringing Marketing’s Contribution to Development into the Theoretical Midrange
No full textMarketing researchers have recently begun exploring the specific context of subsistence marketplaces in developing and emerging economies using a bottom-up approach. Such literature offers an increasing number of conceptual frameworks and theoretical approaches derived from or inspired by a sound understanding of the real-life contexts of subsistence marketplaces. This article draws attention to a complementary top-down approach that begins from basic thinking on marketing’s contribution to development and, through midrange theories, eventually connects with bottom-up insights into subsistence marketplaces. The top-down approach helps create a unique theoretical midrange for development-oriented research in marketing that is complementary to other disciplines in the development debate. A bottom-up and top-down shaped theoretical midrange promises transformative interventions that can attend to the specific context at hand, while connecting with basic marketing principles on development
Hoezo Waardering? Het waarderen van ketenpartners in kwaliteitsgerichte ketens
No full textHet waarderen van ketenpartners is essentieel in kwaliteitsgerichte ketens. Via gesprekken met toeleveranciers over hoe de consument beter zou kunnen worden bediend, werden toeleveranciers van twee bedrijven steeds meer betrokken bij de productontwikkeling en kwaliteitsverbetering. De wijze waarop bedrijven met hun ketenpartners omgaan, verschil
On the (dis)ability of the firm to quantify chains : a marketing prespective on sharing financial rewards
No full textAlthough the marketing discipline originates from agricultural economics, it currently moves to a new logic that is marked by, among other things, customer value, customer satisfaction, rationships, market orientation and resource-based theories. This article uses this evolving logic in marketing to examine the problem of sharing financial rewards in agricultural supply chains. Building on resourceadvantage theory it is suggested that the potential reward that firms may derive from participating in a supply chain depends on the competitive position of the chain as a whole and on the competitive position of the individual firm within the chain. To understand what its contribution to the chain is worth, the firm should be able to quantify relative customer value. The paper identifies inter- and intra-organizational barriers that may disable the firm to do so. Inappropriate assessments lead to a disability of the firm to take financial rewards in exchange for its contribution to the chain. It is questioned whether academicians currently provide chain practitioners with the appropriate approaches to deal with this problem
Value-informed pricing in its organizational context: literature review, conceptual framework, and directions for future research
No full textPurpose ¿ In the face of increased pricing pressure, managerial attention for value-informed pricing (in which a price is based on the customer¿s value perception) is on the rise. Although value-informed pricing in its organizational context received a great deal of attention, the body of literature is fragmented and insights are often not cumulative. It is the aim of this article to review and integrate the empirical literature on pricing practices in order to pave the road for future research. Design/methodology/approach ¿ Empirical studies on pricing practices are collected and reviewed. Building on the resource-based view of the firm, the findings from these studies are summarized in an integrative framework that includes testable research propositions. Findings ¿ Value-informed pricing is the result of the deployment of informational resources such as market research, relationships and internal knowledge on customers. Firms should not only develop these information sources, but also secure the process by which they are deployed. The latter is among others influenced by the competitive context and organizational information processing that may evolve into a routine. Originality/value ¿ The article integrates the insights from a stream of research that thus far has been highly fragmented. It generates insights that may help firms to establish a value-informed pricing process and it may help to develop a more mature body of research on value-informed pricing
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