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Walking a tightrope: Women entrepreneurs on the pricing decision as a delicate act of balancing inner and outer forces
Jönköping University, School of Education and Communication, HLK, Lifelong learning/Encell. Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
1999 (English)In: Sailing the Entrepreneurial Wave into the 21st Century: proceedings for the USASBE Entrepreneurship Conference in January 1999 / [ed] Scott William Kunkel, San Diego: University of San Diego , 1999Conference paper, Published paper (Other academic)
Abstract [en]

This paper is a pilot study on the rationales for pricing decisions among a group of female entrepreneurs. For the purpose of avoiding pre-determined categories and allowing novel ideas and concerns to emerge, a focus group methodology was employed. Unlike the dominating literature on the subject which sees pricing as a rational decision based on costs, customer value and competition, this study suggests that both contextual factors and psychological factors are important. Important contextual factors were culture, regional characteristics and gender. Important psychological factors were sense of fairness, morals, identity, self-image, need for confirmation and self-confidence.

Place, publisher, year, edition, pages
San Diego: University of San Diego , 1999.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-2229DOI: usasbe.org/knowledge/proceedings/proceedingsDocs/USASBE1999proceedings-ahl.pdfOAI: oai:DiVA.org:hj-2229DiVA, id: diva2:33049
Conference
USASBE
Available from: 2007-05-21 Created: 2007-05-21 Last updated: 2016-10-28Bibliographically approved

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Ahl, HeleneFlorin Samuelsson, Emilia

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