Strategic pricing in export markets: Empirical evidence from the UK

Tzokas, Nikolaos, Hart, Susan, Argouslidis, Paris and Saren, Michael (2000) Strategic pricing in export markets: Empirical evidence from the UK. International Business Review, 9 (1). pp. 95-117.

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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.

Item Type: Article
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019)
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Depositing User: Nicola Secker
Date Deposited: 18 Apr 2011 15:37
Last Modified: 15 Dec 2022 01:57
DOI: 10.1016/S0969-5931(99)00031-1

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