Journal of Revenue and Pricing Management

, Volume 11, Issue 1, pp 4–11

Pricing strategies and pricing capabilities

  • Magnus Johansson
  • Niklas Hallberg
  • Andreas Hinterhuber
  • Mark Zbaracki
  • Stephan Liozu
Research Article


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.


pricing strategies pricing capabilities value-based pricing capabilities resources 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2011

Authors and Affiliations

  • Magnus Johansson
    • 1
  • Niklas Hallberg
    • 1
  • Andreas Hinterhuber
    • 2
    • 3
  • Mark Zbaracki
    • 4
  • Stephan Liozu
    • 5
    • 6
  1. 1.Institute of Economic Research, School of Economics and Management, Lund UniversitySweden
  2. 2.Hinterhuber & PartnersInnsbruckAustria
  3. 3.Bocconi UniversityMilanItaly
  4. 4.Richard Ivey School of BusinessCanada
  5. 5.Ardex America Inc.AliquippaUSA
  6. 6.Weatherhead School of Management, Case Western Reserve UniversityClevelandUSA

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