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Behavioral issues in price setting in business-to-business marketing: a framework for analysis

Iyer, G.R.; Xiao, S.; Sharma, A.; Nicholson, M.

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G.R. Iyer

A. Sharma


Business-to-business pricing research has often focused on developing rational and normative frameworks and models for pricing issues, strategies and tactics. However, there has been less attention given to behavioral models that help us understand the realities of pricing and how managers actually set prices. Specifically, there has been less attention given to the various individual and group influences on the price setting process. We apply insights from a steadily increasing body of literature on behavioral decision making to identify some relevant behavioral issues that may affect managerial price setting processes in business-to-business contexts. We conclude with some implications for theory building and practice and an agenda for future research.

Journal Article Type Article
Acceptance Date Nov 20, 2014
Publication Date May 1, 2015
Deposit Date Feb 12, 2015
Publicly Available Date Feb 16, 2015
Journal Industrial Marketing Management
Print ISSN 0019-8501
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 47
Pages 6-16
Keywords Business-to-business pricing, Price setting, Industrial pricing decisions, Behavioral bias in pricing.
Public URL


Accepted Journal Article (240 Kb)

Copyright Statement
NOTICE: this is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Industrial Marketing Management, 47, May 2015, 10.1016/j.indmarman.2015.02.001

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