Pricing behaviour in the Scottish computer industry

Aims to: determine the degree of association between the setting of pricing objectives and the firm’s financial performance in the Scottish computer industry; to determine the extent of the relationship between prime pricing objectives and the nature of competition; to analyse the relationship between pricing objectives and firm size; and to determine the degree of association between setting pricing objectives and stages of market evolution. Finds that most firms within the Scottish computer industry had some control over pricing decisions. Furthermore, there was no strong evidence to suggest that the setting of pricing objectives varied systematically with financial performance, levels of competition, firm size or stages of market evolution. Finds, however, that the most profitable firms placed more importance on market share, whereas less profitable firms regarded cash‐flow objectives as more important.