How Entrepreneurial Firms Profit from Pricing Capabilities: An Examination of Technology–Based Ventures
研究将定价能力分解为四个维度，基于420家技术型企业的样本，分析不同年龄和不确定性下各维度对企业绩效的影响，为创业企业如何通过定价能力获利提供指导。
This study sheds light on the evolution of the specialized marketing capability, pricing. We develop an operationalization for and empirically validate the pricing–capability dimensions from the perspective of the resource–based view. Using a sample of 420 technology–based ventures, we examine the relationship between pricing capabilities and firm performance, with a particular focus on how age and uncertainty impact these relationships to determine how entrepreneurial firms can profit. We deconstruct pricing capability into four dimensions—price discrimination, dynamic orientation, performance goal orientation, and value delivery—to show, for example, that young companies should focus on their price discrimination capability to improve performance.