A Taxonomy of Information Technology-Enhanced Pricing Strategies

A. Dixit, T.W. Whipple, G.M. Zinkhan, E. Gailey

Research output: Contribution to JournalArticleAcademicpeer-review


As a result of evolving technology, opportunities for innovative pricing strategies continuously emerge. The authors provide an updated taxonomy to show how such emerging strategies relate to recent technological advances. Specifically, they cite increased availability of information, enhanced reach, and expanded interactivity as three technological advancements and identify six pricing strategies enhanced by these factors. They also discuss the role of utility, prospect, range, and signaling theories for emerging pricing strategies, along with several applications and managerial implications. © 2007 Elsevier Inc. All rights reserved.
Original languageEnglish
Pages (from-to)275-283
JournalJournal of Business Research
Issue numberSeptember
Publication statusPublished - 2008


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