Strategic pricing by Big 4 audit firms in private client segments

Wouter Dutillieux, Donald James Stokes, Marleen Willekens

Research output: Contribution to journalArticleResearchpeer-review

9 Citations (Scopus)


We examine how Big 4 auditors compete for new private clients. We find evidence suggesting that Big 4 auditors offer fee discounts to attract non-Big 4 private clients to experience attributes of their brand name audit services. We also find that to attract clients from competing Big 4 suppliers, Big 4 auditors target fee discounts at clients in industries where they are the market leader. Our results further indicate that the Big 4 industry leaders target fee discounts to fast-growing clients and are able to charge these clients significant price fee increases in the second mandate period (after 3 years).
Original languageEnglish
Pages (from-to)961 - 994
Number of pages34
JournalAccounting & Finance
Issue number4
Publication statusPublished - 2013

Cite this