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| Author: | Curran, J. |
| Title: | The pricing decision in small firms: complexities and the deprioritising of economic determinants |
| Journal: | International Small Business Journal
1997 : VOL. 15:2, p. 17-32 |
| Index terms: | INTERNATIONAL SMALL BUSINESS PRICING |
| Language: | eng |
| Abstract: | This paper examines how prices are set in small firms. The perspective taken is one that has been largely ignored in other studies. The existing literature tends to embrace economic models of pricing. These assume that firms set prices to maximize profits or at least treat the pricing decision as one of constrained maximization. The authors revisit the question of how small firm owner-managers determine the price at which their products or services are sold. |
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