Pricing strategy as a leading predictor of the profitability in creative industry companies

Abstract

Background: Price setting is a determinant of a company's profitability especially in the sector of creative industry (CI) and is intensively discussed in academic and business area.

Purpose: The aim of this research paper is to investigate whether a well-defined and successfully implemented pricing strategy can significantly affect the profitability of companies in the creative industry.

Study design/methodology/approach: This study investigates the differences in interval variables, including financial indicators, number of price management techniques, and price management metrics, between companies that have implemented pricing strategies and those that have not. To assess this, a two-sample t-test was used to compare the variables between the two groups. Since the creative industry is highly heterogeneous, we have analyzed the profitability of creative sub-industries more in detail through ANOVA test. 

Findings/conclusions: As it turned out, the analyzed parameters do not differ significantly in their average values, except for the parameter “Gross margin”, where a statistically significant difference in average values was confirmed. Based on the findings of studies conducted by other authors as well as our own analyses, we conclude that assessing CI's profitability relative to other industries is inappropriate and represents only a simplistic view of the industry's performance. It is important to observe the profitability in each subindustry of CI, because the nature of the product (output) is different in each segment of this industry.

Limitations/future research: Despite the initial findings, it was recognized that the research was limited to a single country and a specific industry. To gain further insight into the pricing and profitability of companies in the creative sub-industries and cultural industry, subsequent research should be conducted. It would also be useful to link the topic of pricing and profitability with the theme of revenue models including pricing models, pricing metrics and payment systems.