The evolution and future of pricing capabilities

For the past 20 years, faced with increased business and pricing complexity, pricing scholars and practitioners have paid more and more attention to pricing capabilities. Grounded in resource‐based view and capability‐based view of the firm, pricing capabilities have moved over time from a non‐existing concept to an emerging theory rich in both qualitative and quantitative research papers. From the mid‐2000 to today, pricing scholars have demonstrated the need to pay greater attention toward pricing capabilities to increase competitive advantage and firm performance. This article examines the evolution of the concept of pricing capabilities over time, the current state of pricing capabilities theory and the future ahead for this emerging field.