Abstract
This study examines pricing adoption among service firms, addressing a gap in pricing research regarding pricing implementation and its contribution to firm success. Using data from companies in Austria, Germany, and Switzerland, we analyze differences between moderately servitized firms (MSFs) and highly servitized firms (HSFs) across key steps of the pricing process—price analysis, price strategy, price implementation, and price controlling—and test hypotheses related to factors influencing pricing adoption. Our results show that, for HSFs, top executive championing and price analysis are more critical than for MSFs, while cross-functional collaboration shows the opposite pattern. Pricing adoption significantly affects firm success for both groups, while innovativeness plays a moderating role only for MSFs. These findings highlight the need for differentiated pricing approaches tailored to the distinct challenges of MSFs versus HSFs.
