@incollection{,
	
					
					
					2C41B22B58EF68035E3E533C82F61D7D
				,
	author={{EsterNafuna} and {Ayub KutosiMasaba} and {Dr. SulaitTumwine} and {Dr. SusanWatundu} and {Tirisa CarolineBonareri} and {NormanNakola} and {Makerere University Business School}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1912937
}

@book{b0,
	
	
		,
	title={{Corporate Reputational Dynamics. Private Regu&lation, and Activist Pressure, oWorking Paper}}
		,
	author={{
			JMAbito
		} and {
			DBesanko
		} and {
			DDiermeier
		}}
		
		
		
			,
	year={2012}
		
		
			Northwestern University
		
	

}

@incollection{b1,
	
	
		,
	title={{Marketing in the network economy}}
		,
	author={{
			RSAchrol
		} and {
			PKotler
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		,
	journal={{The Journal of Marketing}}
		
			
			,
	year={1999}
		
	

}

@incollection{b2,
	
	
		,
	title={{Pricing practices of service organizations}}
		,
	author={{
			GJAvlonitis
		} and {
			KAIndounas
		}}
		
	
	
		,
	journal={{Journal of Services Marketing}}
		
			20
			5
			
			,
	year={2006}
		
	

}

@incollection{b3,
	
	
		,
	title={{Pricing objectives over the service life cycle: some empirical evidence}}
		,
	author={{
			GJAvlonitis
		} and {
			KAIndounas
		} and {
			SPGounaris
		}}
		
		
	
	
		,
	journal={{European Journal of Marketing}}
		
			39
			5/6
			
			,
	year={2005}
		
	

}

@incollection{b4,
	
	
		,
	title={{The moderator-mediator variable distinction in social psychological research: conceptual, strategic and statistical considerations}}
		,
	author={{
			RMBaron
		} and {
			DAKenny
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}

@book{b5,
	
	
		,
	title={{Financial Constraints, Risk Taking and Firm Performance: Recent Evidence from Microfinance Clients in Tanzania}}
		,
	author={{
			MBoermans
		} and {
			DWillebrands
		}}
		
		
			,
	year={2012}
		
	

}

@incollection{b6,
	
	
		,
	title={{Pricing strategies and levels and their impact on corporate profitability}}
		,
	author={{
			DDe Toni
		} and {
			GSMilan
		} and {
			EBSaciloto
		} and {
			FLarentis
		}}
		
		
		
	
	
		,
	journal={{Journal of Management}}
		
			49
			
			,
	year={2013}
		
	

}

@incollection{b7,
	
	
		,
	title={{Pricing process as a capability: A resource-based perspective}}
		,
	author={{
			SDutta
		} and {
			MJZbaracki
		} and {
			MBergen
		}}
		
		
	
	
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	journal={{Strategic Management Journal}}
		
			24
			7
			
			,
	year={2003}
		
	

}

@incollection{b8,
	
	
		,
	title={{Customer metrics and their impact on financial performance}}
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	author={{
			SGupta
		} and {
			VZeithaml
		}}
		
	
	
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	journal={{Marketing science}}
		
			25
			6
			
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	year={2006}
		
	

}

@book{b9,
	
	
		,
	title={{Innovation in pricing: Contemporary theories and best practices Routledge}}
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	author={{
			&Hinterhuber
		} and {
			Liozu
		}}
		
		
			,
	year={2013}
		
	

}

@book{b10,
	
	
		,
	title={{Welcome to the Moderation/Mediation Help Centre, Version 2.0, School of Psychology}}
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	author={{
			EPJose
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	year={2008}
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	address={Victoria University of Wellington, Wellington}
		
	

}

@book{b11,
	
	
		,
	title={{Determinants of learning achievement in Uganda. Economic Policy Research Centre}}
		,
	author={{
			IKasirye
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			,
	year={2009}
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	address={Uganda}
		
	

}

@incollection{b12,
	
	
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	author={{
			RobertVKrejcie
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	year={1970}
		
	

}

@incollection{b13,
	
	
		Fy 2013/14
	
	
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	booktitle={{Ministry of Education & Sports}}
				
			,
	year={2014}
		
	
	,
	note={Technology & Sports Sector Annual Performance Report}

}

@incollection{b14,
	
	
		Fy 2014/15
	
	
		,
	booktitle={{Ministry of Education & Sports}}
				
			,
	year={2015}
		
	
	,
	note={Technology & Sports Sector Annual Performance Report}

}

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	title={{Social research methods: Qualitative and quantitative approaches 6 th eds}}
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	author={{
			LNeumann
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	year={2006}
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	address={Pearson International, Landon}
		
	

}

@incollection{b16,
	
	
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	author={{
			PENeumann
		} and {
			P WGlockener
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			G LTaylor
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	year={1978}
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	publisher={Mc Graw Hill}
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	address={New York}
		
	

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	title={{The effect of risk management on financial performance of insurance companies in Kenya (Doctoral dissertation}}
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	author={{
			CAOmasete
		}}
		
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	year={2014}
		
		
			University of Nairobi
		
	

}

@incollection{b19,
	
	
		,
	title={{Developing superior value propositions: a strategic marketing imperative}}
		,
	author={{
			APayne
		} and {
			PFrow
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	journal={{Journal of Service Management}}
		
			25
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}

@book{b20,
	
	
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	author={{
			MEPorter
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	year={1998}
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	publisher={NY: Free Press}
		
	

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@book{b21,
	
	
		,
	title={{The Effects of Pricing on the Sales Force and the Firm: A Strategic View}}
		,
	author={{
			WRitz
		}}
		
			,
	year={2013}
		
	

}

@book{b22,
	
	
		,
	title={{Research methods for business. A skill building approach}}
		,
	author={{
			USekaran
		}}
		
			,
	year={2003}
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	publisher={Wiley}
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	address={New York}
		
	
	,
	note={3rd ed.}

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@incollection{b23,
	
	
		,
	title={{Penetration pricing strategy and of small and medium enterprises in Kenya}}
		,
	author={{
			ASije
		} and {
			MOloko
		}}
		
	
	
		,
	journal={{European Journal of Business and Social Sciences}}
		
			2
			9
			
			,
	year={2013}
		
	

}

@incollection{b24,
	
	
		,
	title={{The effects of time constraints on consumers' judgments of prices and products}}
		,
	author={{
			RSuri
		} and {
			KBMonroe
		}}
		
	
	
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	journal={{Journal of consumer research}}
		
			30
			1
			
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	year={2003}
		
	

}

@book{b25,
	
	
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	title={{The Achievement of Primary School Pupils in Uganda in Numeracy, Literacy and Oral Reading. National Assessment of Progress in Education}}
		
			,
	year={2011}
		
		
			Uganda National Examination Board ; Uganda National Examination Board (UNEB)
		
	

}

@book{b26,
	
	
		,
	title={{Pricing strategy and revenue models: A multiple case study from the IT service sector in Finland}}
		,
	author={{
			JWuollet
		}}
		
			,
	year={2013}
		
	

}

@book{b27,
	
	
		,
	title={{The Impact of Credit Risk Management on Profitability of Commercial Banks: A Study of Europe}}
		,
	author={{
			YZou
		} and {
			FLi
		}}
		
		
			,
	year={2014}
		
	

}