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International pricing – a market perspective

International pricing – a market perspective Examines the factors that must be taken into account when determining the international pricing of a product, utilising specific examples from industry. Argues that specific country preferences require organisations to adapt pricing. Promotes a framework for analysing the micro environment and identifies ways in which organisations can use international pricing to gain a competitive advantage. Proposes the need for a predetermined management mentality and points out that until pricing is given the attention it deserves, and is respected as an essential element of international success, organisations will under‐perform. Presents limitations and offers direction for further research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

International pricing – a market perspective

Gary Marsh
Marketing Intelligence & Planning , Volume 18 (4): 6 – Aug 1, 2000
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6 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500010333370
Publisher site
See Article on Publisher Site

Abstract

Examines the factors that must be taken into account when determining the international pricing of a product, utilising specific examples from industry. Argues that specific country preferences require organisations to adapt pricing. Promotes a framework for analysing the micro environment and identifies ways in which organisations can use international pricing to gain a competitive advantage. Proposes the need for a predetermined management mentality and points out that until pricing is given the attention it deserves, and is respected as an essential element of international success, organisations will under‐perform. Presents limitations and offers direction for further research.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Aug 1, 2000

Keywords: Pricing; International marketing; Competitive advantage

References

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