Pricing trends from a management perspective

The management perspective and the academic perspective on price management can differ substantially. The paper reviews the current trends in price management from a management perspective and derives lead for future research. The key findings are that managers have an integrated view of pricing and do not overly focus on details or methods. In particular, they regard top-management support and the implementation of pricing processes as key issues in pricing. As the knowledge about the pricing organization and its impact on the performance is still limited, the area offers potential for additional research. A stronger B2B focus could also be helpful, as the majority of companies operate in this sphere. While the paper stresses the management perspective on pricing, it also emphasizes that the management and the academic perspectives should not be regarded as opposites, but rather as two complementary points of view that can enrich and complement each other.