This original and exciting new text examines the crucial role of innovation and entrepreneurship in achieving growth and ongoing success in the small business sector.

Pricing and Distribution

Pricing and distribution

Chapter Objectives

The aims of this chapter are to assist the reader to:

  • recognise the common error of both entrepreneurs and conventional small firms is to use ‘cost plus pricing’
  • comprehend that successful pricing of an entrepreneurial product or service is determined by the nature of customer expectations
  • understand there is a need to assess the cost implications associated with supplying goods when determining an optimal price
  • accept that pricing decisions also have to recognise the influence of macro-environmental factors
  • recognise an alternative to a price reduction is to offer a sales promotion
  • understand new products face the hurdle of identifying intermediaries willing to link the supplier with the end user
  • recognise that selection of distribution channels will be influenced by those pathways which can offer consumer satisfaction
  • comprehend ...
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