ABSTRACT

The pricing capability provides a basis for firms’ competitive advantage. However, to date, the literature has not investigated how this capability forms, develops, and matures. In this study, we define the pricing capability as a dynamic capability consisting of three operational building blocks (tools and data, human and relational resources, and processes, routines, and mechanisms) as well as two dynamic capability building blocks (alertness and responsiveness, and value-based strategic thinking). Furthermore, we propose the pricing capability lifecycle of digital innovations that incorporates insights of the dynamic capabilities view (DCV). Based on a longitudinal multi-case study of five firms, we found that the building blocks of pricing capability co-evolve together through the ad-hoc and advanced phases to the mature phase. The study contributes to the literature by integrating insights from DCV into the pricing of digital innovations.

摘要

定价能力为企业的竞争优势提供了基础。然而，迄今为止，文献还没有研究这种能力是如何形成、发展和成熟的。在这项研究中，我们将定价能力定义为一种动态能力，由三个操作构建块（工具和数据、人力和关系资源以及流程、例程和机制）以及两个动态能力构建块（警觉性和响应性，和基于价值的战略思维）。此外，我们提出了数字创新的定价能力生命周期，其中结合了动态能力视图 (DCV) 的见解。基于对五家公司的纵向多案例研究，我们发现定价能力的构建块通过临时阶段和高级阶段共同进化到成熟阶段。