The Pricing Decision in the Micro-Business: A Study of Accountants, Builders and Printers
基于对55位微型企业主管理者的访谈，研究发现非经济因素在定价决策中起重要作用，并提出了考虑个人、社会和经济背景的定价理论。
PAUL GREENBANK IS A SENIOR LECTURER IN the Centre for Business and Management Studies at Edge Hill University College, Lancashire, England. This paper is based on research involving 55 semi-structured interviews with owner-managers of microbusinesses. The purpose of the study was to determine what factors ownermanagers take into account when they are making their pricing decisions. Previous research suggests that both small and large-scale organisations predominantly adopt a cost-plus approach to pricing, making reference to the 'market' when deciding on the level of mark-up. As such, most of the research has focused on economic determinants of pricing. This study, however, found that non-economic factors played an important role in the way ownermanagers made their pricing decisions. Indeed, the way individuals make decisions relates to a complex interrelated combination of factors. This paper develops a theory of pricing that takes into account the individual, social and economic context of pricing in the micro-business.