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| Author: | Myers, M. B. Cavusgil, S. T. Diamantopoulos, A. |
| Title: | Antecedents and actions of export pricing strategy: a conceptual framework and research propositions |
| Journal: | European Journal of Marketing
2002 : VOL. 36:1-2, p. 159-188 |
| Index terms: | PRICING EXPORTS MARKETING MANAGEMENT INTERNATIONAL BUSINESS |
| Language: | eng |
| Abstract: | The export-pricing literature is characterized by a distinct lack of sound theoretical and empirical works. Of the marketing decision variables, pricing has received the least attention in research despite the continued identification of this issue as an important problem area for firms engaged in export marketing. Businesses competing internationally must develop an effective pricing strategy, as this is a critical factor in their operation. Globalization also requires that management coordinate prices across multiple export markets. Research is thus needed on the empirical relationship between an export-pricing strategy (EPS) and the factors that influence this strategy, as well as the relationship between EPS and the performance of the export venture. |
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