Abstract
The objective of the current paper is to investigate the impact of market structure on pricing behavior of industrial service firms. In particular, the pricing objectives that they pursue in order to set their prices, along with the impact of the market structure in which they operate on these objectives, are examined. The study was conducted in Greece and included five primary sectors, namely airlines, hotels, financial services providers, health services providers and information technology services providers. Collecting data from 228 industrial service firms, it emerged that the companies in our sample seem to place their emphasis on a variety of pricing objectives that reflect both qualitative and quantitative concerns. Pursuing more than one pricing objective indicates the complexity and multidimensionality that characterizes pricing behavior. This complexity and multidimensionality are also reflected in the fact that different objectives were found to be pursued in different market structures.
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© 2016 The Academy of Marketing Science
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Indounas, K. (2016). The Effect of Market Structure on Pricing Behavior of Industrial Service Firms. In: Groza, M., Ragland, C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-19428-8_108
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DOI: https://doi.org/10.1007/978-3-319-19428-8_108
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