Show Less
Restricted access

EDLP versus Hi-Lo Pricing Strategies in Retailing

Literature Review and Empirical Examinations in the German Retail Market


Sabine El Husseini

Retail pricing strategy is seen as one of the priorities in retail management. There exist two main pricing strategies in retailing: the Every Day Low Price (EDLP) strategy and the High-Low (Hi-Lo) pricing strategy. Despite the importance of this topic, it has been given little attention in academic research. The author fills this gap in academic literature and examines the topic both from a theoretical and an empirical perspective. Based on a comprehensive conceptual examination of pricing strategies in retailing, the author conducted two large-scale empirical studies about the impact of the retailer’s pricing strategy and the price promotion activity on store performance and derives fruitful implications both for future research and for managerial action.
Show Summary Details
Restricted access



The present work was accepted as a dissertation in May 2013 by the doctoral committee of the WHU – Otto Beisheim School of Management. I would like to thank some people who have supported me in the successful completion of the doctoral thesis.

First, I want to thank my first advisor and thesis supervisor Prof. Dr. Martin Fassnacht for his professional support. He was always the person I could trust, the one whom I could discuss both academic and personal issues with and receive great sympathy from.

I would like to thank my second supervisor Prof. Dr. Ove Jensen for providing his timely second opinion. Furthermore, I would like to thank Jun.-Prof. Dr. Tim Brexendorff, Prof. Dr. Walter Herzog, and Prof. Dr. Tillmann Wagner, who supported me with fruitful discussions throughout my thesis preparation process. In addition, I also want to thank Prof. Wayne D. Hoyer and Prof. Jade DeKinder, who were always by my side as dear mentors during my research stay at the McCombs School of Business, The University of Texas at Austin.

This work benefited greatly from the cooperation with partner companies. Therefore, I would like to thank very much all the partners who have supported me with the qualitative and quantitative data collection.

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.