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Walking a tightrope: Women entrepreneurs on the pricing decision as a delicate act of balancing inner and outer forces

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Publication date1999
Host publicationSailing the Entrepreneurial Wave into the 21st Century: proceedings : 13th annual national USASBE conference, January 14-17, 1999
EditorsScott William Kunkel
Place of PublicationSan Diego
PublisherUniversity of San Diego
Original languageEnglish

Abstract

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.