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  • Titel
    Are behavioral pricing tactics also present in the B2B context? : evidence from a complex chemical B2B product
  • Verfasser
    Hamadi, Thomas ; Strudthoff, Maike
  • Enthalten in
    Journal of Business Chemistry, H. Journal of Business Chemistry, S. 3-16
  • Erschienen
    2016
  • Anmerkung
    Section "Research Paper"
  • Sprache
    Englisch
  • Dokumenttyp
    Aufsatz in einer Zeitschrift
  • URN
    urn:nbn:de:hbz:6-96289383613 
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Abstract
  • Applying behavioral pricing tactics is common in business-to-consumer (B2C) markets and can result in a competitive advantage. One aspect of behavioral pricing is the use of price ending effects. While a lot of prior research focused on B2C markets, little research has been done to provide insights on price ending effects in business-to-business (B2B) markets. This study adresses this research gap by investigating price endings using the example of a highly complex chemical B2B product. The results reveal a high use of dominant price endings, indirectly indicating positive price threshold effects for this B2B product. The identified dominant price endings are similar to those observed in B2C studies and are thus strongly suggesting that current B2C price ending theories may also be applicable to B2B markets.