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Journal Articles

The effect of decision context on perceived risk in pricing strategies: how managers view uncontrollable environmental forces

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Howard Forman, James M. Hunt
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2013) 22 (1): 79–86.
https://doi.org/10.1108/10610421311298722
Published: 22 February 2013
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Journal Articles

The role of perceived risk in pricing strategy for industrial products: a point‐of‐view perspective

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James M. Hunt, Howard Forman
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2006) 15 (6): 386–393.
https://doi.org/10.1108/10610420610703711
Published: 01 October 2006
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