Beschreibung
Retail pricing strategy is seen as one of the priorities in retail management. There exist two main pricing strategies in retailing: the Every Day Low Price (EDLP) strategy and the High-Low (Hi-Lo) pricing strategy. Despite the importance of this topic, it has been given little attention in academic research. The author fills this gap in academic literature and examines the topic both from a theoretical and an empirical perspective. Based on a comprehensive conceptual examination of pricing strategies in retailing, the author conducted two large-scale empirical studies about the impact of the retailer’s pricing strategy and the price promotion activity on store performance and derives fruitful implications both for future research and for managerial action.
Autorenportrait
Sabine El Husseini, Dr., studied Business Economics at the University of Augsburg (Germany) and the University of California, Santa Barbara (USA). She worked as a research assistant at the Otto Beisheim Endowed Chair of Marketing and Commerce at WHU – Otto Beisheim School of Management, Vallendar (Germany). Her research topics include pricing strategy and retail marketing.
