Correspondence: Oliver Roll, Department of Business and Social Sciences, University of Applied Sciences, Osnabrueck, Germany. E-Mail: o.roll@fh-osnabrueck.de

¹is currently a professor for International Marketing and Price Management at the University of Applied Sciences, Osnabrueck. He is also a member of the Academic Advisory Board of the European Pricing Platform. Roll started his career at Simon-Kucher & Partners, one of the leading pricing consulting companies, and also worked for Roland Berger Strategy Consultants, the fifth largest consulting company in the world.

Received 27 April 2009; Revised 27 April 2009.

Abstract

The management perspective and the academic perspective on price management can differ substantially. The paper reviews the current trends in price management from a management perspective and derives lead for future research. The key findings are that managers have an integrated view of pricing and do not overly focus on details or methods. In particular, they regard top-management support and the implementation of pricing processes as key issues in pricing. As the knowledge about the pricing organization and its impact on the performance is still limited, the area offers potential for additional research. A stronger B2B focus could also be helpful, as the majority of companies operate in this sphere. While the paper stresses the management perspective on pricing, it also emphasizes that the management and the academic perspectives should not be regarded as opposites, but rather as two complementary points of view that can enrich and complement each other.