| Article ID: | iaor2012147 |
| Volume: | 11 |
| Issue: | 1 |
| Start Page Number: | 4 |
| End Page Number: | 11 |
| Publication Date: | Jan 2012 |
| Journal: | Journal of Revenue and Pricing Management |
| Authors: | Hinterhuber Andreas, Johansson Magnus, Hallberg Niklas, Zbaracki Mark, Liozu Stephan |
| Keywords: | pricing |
This article explores the intersection of pricing strategies and pricing capabilities by summarizing four distinct streams of research. By doing so, it provides insights into the challenges involved in implementing value‐based pricing strategies as well as the generic challenges of building pricing capabilities. It also outlines the strategic importance of pricing capabilities.