Customer value‐based pricing strategies: why companies resist

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Pricing orientation, pricing capabilities, and firm performance (2013, background): “…Vol. 51 No. 3, 2013 pp. 594-614 q Emerald Group Publishing Limited 0025-1747 DOI 10.1108/00251741311309670 However, despite being considered as an advanced and modern pricing approach (Noble and Gruca, 1999b), only 17 percent of firms use it as a primary primary approach (Hinterhuber, 2008a).”
Value co-creation in a sharing economy: The end of price wars? (2018, background): “Researchers have proposed various pricing strategies that emphasize differing determinants of pricing positions (Hinterhuber, 2008), including pricing based on cost (Winslade et al., 1984), market or competition (Strategies, 1999), and value (Hinterhuber, 2004).”