The contingent effect of product relatedness on B2B firms pricing strategy. Evidence from India

Volume: 83, Pages: 266 - 274
Published: Nov 1, 2019
Abstract
This paper empirically examines the contingent effect of product-related diversification on B2B firms' pricing strategy. Drawing our arguments from the recent advances in corporate strategy (i.e., resource-based view of the firm and product diversification strategy) and industrial marketing literatures, we argue that product-related diversifiers are more capable in adopting a high rather than a low pricing strategy. We also contend that this...
Paper Details
Title
The contingent effect of product relatedness on B2B firms pricing strategy. Evidence from India
Published Date
Nov 1, 2019
Volume
83
Pages
266 - 274
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