Providing the framework of pricing capabilities in VUCA environment: a qualitative multiple-case study of Iran's clothing and footwear industry

Document Type : Original Article

Authors

1 Phd Candidate, Department of Business Management, Faculty of Management, University of Tehran, Kish International Campus, Kish, Iran.

2 Professor of Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran

3 Associate Professor, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran

10.22034/cbsj.2024.139991.2625

Abstract

The present research was conducted to provide a coherent and stable framework to benefit from the pricing capability as a competitive advantage in VUCA environment. The qualitative method and multiple-case study strategy were used, and the participants consisted of 16 owners and managers of businesses related to the clothing and shoes industry, who were selected using the purposive sampling. The data was collected using semi-structured interviews and analyzed for each case separately in three stages, and finally, an inter-case comparison was made to identify the similarities and differences between Findings. The findings of the current research consisted of themes in the 4 dimensions of VUCA, which are volatility, complexity, ambiguity and uncertainty. The results of the research indicated that regarding the dimension of volatility, it can be said that the fluctuations of the pricing market is one of the most important factors. In terms of complexity, the most important factor was the importance of checking the competitors and determining the price in a competitive way. In the ambiguity dimension, the most important factor was identifying and testing different types of pricing strategies and choosing the best ones. In the conditions of uncertainty, because the Iranian market is always changing and dealing with these changes has made it difficult for market players, especially in the clothing and footwear industry, and dealing with these changes requires special capabilities & knowledge that business owners should prepare themselves for it, it is necessary to pay more attention to pricing.

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References

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Consumer Behavior Studies Journal
Volume 12, Issue 4
April 2026
Pages 75-94

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