Pricing Power in Ngram

I was wondering when and how intense the society become interested in Pricing Power.  The tool I found is Google’s Ngram viewer.

Google started digitizing published books since 2004.  They have taken a subset of 5 million books (around 4 percent of all the books ever published) and trace the 500 billion or so unique words to create Ngram viewer. The Ngram viewer can offer a glimpse into the history and popularity of words and phrases over the years.

As the Ngram viewer takes case-sensitive phrases, I plugged in three variations of “Pricing Power”, “Pricing power” and “pricing power”, which represent occurrences in title, starting of a sentence and in sentence respectively. Here’s what it spit out.

Google Ngram Pricing Power 2011 09 30 10 34 39 300x163 Pricing Power in Ngram

“Pricing power” was first mentioned in 1900′s. It mostly disappeared for a period, and gained much popularity in 1960′s.  The popularity didn’t last.  Only in the late 1990′s, it found its way into our vocabulary in a big way.  This seems to coincide with the internet and the digital economy boom.

Very interesting.  Why did the popularity of the term rise and fall? Does essence of pricing power result from the digital economy?  I’m afraid the Ngram chart brings more questions than answers.