New product pricing in business markets: The role of psychological traits
Abstract
How does the bounded rationality of managers affect pricing? We examine this under-researched question by examining how different psychological traits of managers relate to new product pricing practices and how these pricing practices, in turn, relate to new product performance. To do so, we survey 302 American marketing, sales, and pricing managers responsible for new product pricing decisions in business markets. Among others, our study...
Paper Details
Title
New product pricing in business markets: The role of psychological traits
Published Date
Sep 1, 2021
Journal
Volume
133
Pages
231 - 241
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