How Entrepreneurial Firms Profit from Pricing Capabilities: An Examination of Technology–Based Ventures

Tessa Christina Flatten, Andreas Engelen, Timo Möller and Malte Brettel

Entrepreneurship Theory and Practice, 2015, vol. 39, issue 5, 1111-1136

Abstract: This study sheds light on the evolution of the specialized marketing capability, pricing. We develop an operationalization for and empirically validate the pricing–capability dimensions from the perspective of the resource–based view. Using a sample of 420 technology–based ventures, we examine the relationship between pricing capabilities and firm performance, with a particular focus on how age and uncertainty impact these relationships to determine how entrepreneurial firms can profit. We deconstruct pricing capability into four dimensions—price discrimination, dynamic orientation, performance goal orientation, and value delivery—to show, for example, that young companies should focus on their price discrimination capability to improve performance.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:sae:entthe:v:39:y:2015:i:5:p:1111-1136

DOI: 10.1111/etap.12098

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