An effective pricing framework in a competitive industry: Management processes and implementation guidelines

Bang Ning Hwang, Jack Tsai, Hsiao Cheng Yu, Shih Chi Chang

Research output: Contribution to journalArticle

2 Citations (Scopus)


In the quest to improve shareholder value companies in the past have primarily focused on cutting costs. However continuing cost reductions has its limit necessitating attention on revenue as well. An effective pricing framework helps companies ensure pricing strategy development and execution. The purpose of this article is to propose a conceptual framework for pricing strategy development and execution in a competitive industry. The framework introduced in this article consists of (1) a three-phased pricing management process of planning, execution and analysis; (2) a set of implementation guidelines ensuring completeness, accuracy, responsiveness and flexibility. Through an empirical case study, we demonstrate how a high-tech company using a series of business and IT initiatives successfully implemented the framework.

Original languageEnglish
Pages (from-to)231-243
Number of pages13
JournalJournal of Revenue and Pricing Management
Issue number3
Publication statusPublished - 2011 May 1


All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Finance
  • Economics and Econometrics
  • Strategy and Management

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