Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
30IC
Pr
Pricing Strategy
Family
8. Marketing Programs (III · Organization and Programs)
Era
Period 3: Competitive Advantage, 1980s
Block
IC · Implementation, content
Tier
Major
Cell card
Description
Tellis integrated the many pricing strategies into a taxonomy organized by the firm's objective and by shared economies among customer segments or products, showing how strategies such as skimming, penetration, and bundling relate.
Managerial Implications
Pricing is a strategic choice set, not a cost-plus calculation: skimming, penetration, bundling, versioning, and segmented pricing each fit different customer heterogeneity and competitive situations. Choose a pricing strategy by asking what customers value differently and what competitors can match. Price is the most powerful and most neglected profit lever; a one percent price improvement typically beats a one percent cost cut.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
