Abstract
Pricing is a classical marketing instrument. While it affects companies of all sizes and categories, scientific research often sees pricing as focused on large enterprises, particularly the consumer products industry. In the limited amount of articles on SMEs and/or start-ups, new developments in pricing and/or marketing often receive no attention. The following paper aims to address this: using the most current findings from marketing research, its goal is to show which characteristics result for pricing in SMEs and start-ups, and which implications for management can be derived from them.