Towards supply chain collaboration in B2B pricing A critical literature review and research agenda

Purpose - Research on business-to-business (B2B) pricing has been mainly focussed on the supplier's pricing process, thus adopting traditionally an internal perspective and perceiving pricing as a profit distribution parameter rather than an opportunity for collaboration with customers. Recently, the opportunity to develop win-win, collaborative relationships in the B2B pricing process by embracing a supply chain perspective has started to attract the attention of scholars across several research streams, who have highlighted the emergence of this topic using different definitions, perspectives and methodologies. The purpose of this paper is to address the need for integrating the fragmented body of knowledge on B2B pricing toward supply chain collaboration. Design/methodology/approach - This critical literature review adopts an interdisciplinary approach, focussing on industrial marketing and operations and supply chain management areas. Findings - The authors provide a critical synthesis and discussion structured in four streams clustered around two dimensions, i.e. the extension of the collaboration in the pricing process along the supply chain and the direction of collaboration. Research limitations/implications - Drawing on the literature gaps, the paper concludes by proposing an agenda for future research for a relevant topic both for academics and practitioners. Originality/value - This paper offers a novel comprehensive view of the supply chain collaboration in the B2B pricing process and provides opportunities for intensifying dialogue across different research areas.