Value Based Pricing in Business to Business Settings: A Systematic Literature Review
Literature mostly agrees that value-based pricing is the most profitable pricing strategy firms can employ, yet it is shown that only a minority of firms adopt this pricing strategy. The goal of this study to provide a comprehensive overview of application methods, suggestions and challenges known about value-based pricing in B2B settings. The literature review contains 48 papers from 20 journals. Based on the framework adopted in this study, results show that almost one third of the found literature have implications about value assessment in value-based pricing. Information about other aspects of value-based pricing, such as customer segmentation, value communication, organizational implementation of value-based pricing, are limited. Even though research is limited in some areas of value-based pricing, literature provided information about application methods of value-based pricing and the results revealed that companies face challenges in every step of application of value-based pricing. Developed framework, and the summary of application methods and challenges provides a useful guide for practitioners, future research suggestions collected from the literature could help scholars to build on value-based pricing literature.