Edlp Versus Hi-Lo Pricing Strategies in Retailing: Literature Review and Empirical Examinations in the German Retail Market

ISBN-13: 9783631643570 / Angielski / Twarda / 2014 / 127 str.

Sabine El Husseini

Opis

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."

Spis treści

Contents: Pricing strategy in retailing - EDLP versus Hi-Lo - Definitions, determinants and outcomes - Empirical examination - Literature review - Pure versus hybrid pricing strategies in retailing - Pricing strategy alignment - Price promotion activity - Store level - Category level.

O autorze

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.