Allocating resources in pricing – which capabilities are worth fostering in the face of AI?

Iris Schmutz, Sven Reinecke and Anne-Marie Manole

Die Unternehmung - Swiss Journal of Business Research and Practice, 2020, vol. 74, issue 4, 349-364

Abstract: The field of pricing holds high potential for professionalization since it comprises a multitude of decisions based on sparse information sets, data-driven tasks and an ever more dynamic and fast-moving market environment. Therefore, advances in artificial intelligence (AI) will influence and maybe even disrupt pricing managers’ roles within the pricing process. Using a Delphi study design, we aimed to take a look at future tasks and profiles of pricing managers. The results allowed us to extend existing models of pricing capabilities and classify which skills and know-how pricing managers should nurture and which ones may be left to artificial intelligence. Furthermore, we were able to derive implications for curricula as well as talent selection.

Date: 2020
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DOI: 10.5771/0042-059X-2020-4-349

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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