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Strategic pricing in export markets: empirical evidence from the UK

โœ Scribed by Nikolaos Tzokas; Susan Hart; Paris Argouslidis; Michael Saren

Publisher
Elsevier Science
Year
2000
Tongue
English
Weight
106 KB
Volume
9
Category
Article
ISSN
0969-5931

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โœฆ Synopsis

This study was initiated by the apparent conceptual and empirical neglect of the industrial export pricing area. Capitalising upon calls for a strategic pricing orientation in contemporary firms the study seeks to empirically explore the export pricing practices of industrial exporters in the UK and assess their influence upon their strategic export pricing. The aggregated experience of 178 firms suggests that proactive exporting stimuli, market orientation, formality of the pricing decision process and a balanced attention to customer needs and the profit potential of the exporting activity are practices identifiable in firms with a high strategic pricing orientation. This new empirical evidence is discussed in terms of its contribution for export managers, public policy makers and researchers wishing to advance further our knowledge of this critical area of marketing activity.

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