The current state of retail pricing strategy literature focused on retail managerial setting.
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Bachelor's thesis
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Authors
Date
2023
Department
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
26 + 3
Series
Abstract
This bachelor's thesis conducts a comprehensive analysis of the current state of retail pricing literature, focusing on a managerial perspective. Through a meticulous review of premier journals from the years 2001 to 2022, both quantitative measures and qualitative thematic cluster analysis are employed. The findings reveal a decline in research on retail pricing, despite the overall interest in pricing literature. Two key thematical frameworks are constructed, first including Consumers' Perceptions & Reactions and Discount & Promotions, and the second identifying 4 more abstract themes: Review, Reaction, Proposition and Phenomena. These frameworks provide a good overview of the current state of pricing literature, as well as identified research gaps, such the consideration of ethical perspectives. This analysis provides valuable insights for practitioners and contributes to the understanding of contemporary trends in retail pricing strategy.Description
Thesis advisor
Etz, MiriamKeywords
retail, pricing strategy, bibliometric analysis, managerial