How pricing strategy definition and implementation can work as a value driver for retail organizations: A systematic literature review

• Autor(a) principal: Dias, Marina Lourenço Nunes
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/31002
• topic: Pricing; Preços -- Prices; Retail; Valor -- Value; Strategy; Retalho; Estratégias

In times of uncertainty and inflation it becomes fundamental for retail organizations to develop knowledge on how to leverage value. The pricing area is not only connected with financial and operational results, but also with brand awareness and perception, therefore it becomes crucial to study how it can contribute to drive value for an organization. The current investigation aims to study how pricing strategy definition and implementation can work as a value driver for retail organizations. By applying Systematic Literature Review and Bibliometric Analysis as the support methodologies to the investigation, it was possible to identify five clusters that are connected to value streams of pricing strategy definition and implementation: Internal business Management, E-commerce Retail, Consumer Behavior, External environment and Marketing Strategy and Advertising. Through detailed clusters analysis, different value streams are acknowledged. This value streams are related to business performance (special focus given to profitability); consumer price and quality perception; competitor landscape and positioning; impact of technology and planning, and results from marketing actions correlated to pricing that can contribute to value perception of products and to customer trust. Further investigation will be interesting to assess and quantify the impacts of the value outcomes of pricing strategy definition and implementation. This cannot only influence the scope of retailers in investing in a pricing area as well as determine the positioning a certain retailer may have within the market.