Pricing capabilities: the design, development, and validation of a scale
Purpose ‐ The literature has paid increased attention to pricing capabilities as a set of distinctive, complex activities, routines, and processes that drive company performance. Despite this emphasis, little research has addressed the pricing-capabilities construct itself,
and no accepted measure of pricing capabilities exists. The purpose of this paper, therefore, is to document the design, development, and validation of a dedicated pricing-capabilities scale, PRICECAP. Design/methodology/approach ‐ Qualitative plus three quantitative surveys.
Findings ‐ The present research describes the development of a ten-item measure, PRICECAP, that can be used to assess organizational capabilities related to pricing. Research limitations/implications ‐ The reliability and validity of the scales were assessed through
three separate quantitative studies using exploratory and confirmatory analysis. The PRICECAP scale has a variety of potential applications and can serve as a framework for future empirical research in marketing theory as well as an instrument to assess, compare, and develop pricing capabilities
in marketing practice. Originality/value ‐ Empirical research has provided scales to measure value creation but a scale to measure value capture ‐ i.e. pricing ‐ capabilites is lacking. This study covers this gap and provides a new, parsimonious, ten-item construct
to measure pricing capabilities.
Keywords: Pricing; Pricing strategy; Research methodology; Resource management; Validity
Document Type: Research Article
Publication date: 11 March 2014
- Incorporating Journal of Management History
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