Research on the pricing process in the agrifood industry ha underlined the need for pricing mechanisms to evolve as the nature of markets and supply chains modifies itself towards higher product differentiation, competition and integration. Despite scholars have advanced Quality Based Pricing techniques as viable tools to increase product quality and foster collaborative supply chain relationships, the literature still lacks of studies that investigate this beneficial influence. Drawing on a multiple case study in the Italian agrifood industry, this explorative study analyzes the implementation of Quality Based Pricing techniques to support the collaboration between supply chain members and proposes a tool to measure it.
