A resource-advantage perspective on pricing: shifting the focus from ends to means-end in pricing research?

Abstract

This paper contributes to a long-lasting debate between practitioners who argue that academia is unable to understand what pricing is all about and academics who criticize practitioner pricing approaches for lacking rigor or rationality. The paper conceptualizes a resource-advantage (R-A) perspective on pricing by drawing on the R-A theory of competition. After a review of R-A theory, the paper integrates the price discretion concept and pricing as a spanning competence by introducing a separation between resources that create and resources that extract value, thereby expanding R-A theory to pricing. The perspective aims to shed light on how the process of competition helps organizations to learn/benefit from pricing capabilities. The research shifts the focus of pricing research from an equilibrium-based static view to a dynamic, disequilibrium-provoking pricing competence. In this way, it draws attention to what is perhaps most relevant to pricing in practice: the actual means necessary to determine price.