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  • Entrepreneurial pricing: characteristics and implications of pricing in SMEs and start-ups

    July 14, 2012 Editor 0

    Entrepreneurial pricing: characteristics and implications of pricing in SMEs and start-ups
    Florian U. Siems; Sascha Kraus; Patrick Pollok
    International Journal of Entrepreneurship and Small Business, Vol. 16, No. 4 (2012) pp. 436 – 454
    Pricing is a classical marketing instrument. While it affects companies of all sizes and categories, scientific research often sees pricing as focused on large enterprises, particularly the consumer products industry. In the limited amount of articles on SMEs and/or start-ups, new developments in pricing and/or marketing often receive no attention. The following paper aims to address this: using the most current findings from marketing research, its goal is to show which characteristics result for pricing in SMEs and start-ups, and which implications for management can be derived from them.

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