Working Papers

Dimensions and Determinants of Retailer Pricing Strategy and Tactics

Venkatesh Shankar and Ruth Bolton

Jan 1, 1999

Uses a large-scale empirical study to identify four dimensions-price consistency, promotion intensity, price/promotion coordination, and brand price level-that underlie retailer pricing strategy, as well as the retailer, consumer, competitor, and manufacturer characteristics that determine pricing strategy and tactics.

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