Retail pricing strategy is seen as one of the priorities in retail
management. There exist two main pricing strategies in retailing:
the Every Day Low Price (EDLP) strategy and the High-Low (Hi-Lo)
pricing strategy. Despite the importance of this topic, it has been
given little attention in academic research. The author fills this
gap in academic literature and examines the topic both from a
theoretical and an empirical perspective. Based on a comprehensive
conceptual examination of pricing strategies in retailing, the
author conducted two large-scale empirical studies about the impact
of the retailer's pricing strategy and the price promotion activity
on store performance and derives fruitful implications both for
future research and for managerial action.
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