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Professionalisierung des Preismanagements auf Business-to-Business-Märkten: Die Rolle der Marktorientierung und der Unternehmenskultur

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Zusammenfassung

Auf Business-to-Business-Märkten besteht für viele Unternehmen ein hoher Professionalisierungsbedarf im Preismanagement. Die bisherige Forschung jedoch hat das Preismanagement auf diesen Märkten, insbesondere hinsichtlich der Erfolgsfaktoren intraorganisationaler Preisprozesse, weitgehend vernachlässigt. Daher untersucht die vorliegende Arbeit den Zusammenhang zwischen der Kultur und preisbezogenen Informations- und Koordinationsprozessen als Facetten eines marktorientierten Preismanagements und deren Auswirkungen auf zentrale Erfolgsgrößen. Auf Grundlage einer großzahligen, branchenübergreifenden Stichprobe zeigen wir, dass die Marktorientierung von preisbezogenen Informations- und Koordinationsprozessen den preisbezogenen Erfolg erhöht, der wiederum zu einer höheren Umsatzrentabilität führt. Darüber hinaus identifizieren wir zentrale Gestaltungsfaktoren, die den Zusammenhang zwischen der Marktorientierung des Preismanagements und den Erfolgsgrößen moderieren und so wichtige Implikationen für Unternehmen bieten.

Abstract

Many firms operating in business-to-business-markets face the need for a more professional, systematic pricing. However, prior research has neglected industrial pricing, especially with regard to successful pricing practices. Therefore, this study examines the link between price-related information and coordination processes as facets of a marketoriented pricing and their impact on firm performance. Drawing on a cross-industry sample of 230 business units, we show that market-oriented pricing increases the pricing performance and thus enhances a firm’s profits. With regard to organizational culture, we find an ambivalent effect of a competitor-oriented culture on pricing performance as it positively affects market-oriented pricing and negatively affects pricing performance. Furthermore, we consider key contextual factors which moderate the link between marketoriented pricing and pricing performance and therefore provide important insights for managers.

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Authors and Affiliations

  1. Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing I, Universität Mannheim, Postanschrift: Schloss, 68131, Mannheim, Deutschland

    Dirk Totzek

  2. Lehrstuhl für Betriebswirtschaftslehre insbesondere Marketing, Ruhr-Universität Bochum, Postanschrift: Universitätsstraße 150, 44780, Bochum, Deutschland

    Sascha Alavi

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  1. Dirk Totzek
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  2. Sascha Alavi
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Correspondence to Dirk Totzek.

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Die Autoren danken Herausgeber und Gutachter der zfbf für wertvolle Hinweise und Anregungen.

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Totzek, D., Alavi, S. Professionalisierung des Preismanagements auf Business-to-Business-Märkten: Die Rolle der Marktorientierung und der Unternehmenskultur. Schmalenbachs Z betriebswirtsch Forsch 62, 533–562 (2010). https://doi.org/10.1007/BF03372835

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