The seven ‘C’s of strategic pricing in international markets

Ryan Schill and Marina Nixon
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Ryan Schill: Utah Valley University, USA
Marina Nixon: Utah Valley University, USA

Journal of Cultural Marketing Strategy, 2024, vol. 8, issue 2, 175-191

Abstract: This paper introduces a conceptual framework addressing the complexities of pricing strategies in international markets, focusing on pivotal elements such as customer value, the impact of technological advancements, and the harmonisation of global and local strategies. An examination of existing literature and diverse pricing models reveals how the interplay between digitisation and global market dynamics necessitates innovative pricing approaches. These approaches must navigate specific challenges, including the accessibility of digital goods and the intricacies of information preservation costs. Emphasising the importance of distinguishing a company’s offerings from its competitors, the framework advocates for tailored distribution strategies that meet local market needs while maintaining global standards, alongside compliance with international legal pricing frameworks. The framework elaborates on the critical role of deep customer understanding and strategic branding in significantly boosting a company’s profitability and enhancing customer satisfaction across various geographical markets. It further integrates contemporary insights on the agility and adaptability required in pricing strategies amid market fluctuations, the application of behavioural economics principles in pricing, and the strategic employment of analytics to refine pricing decisions. Highlighting the dynamic nature of pricing that accommodates cultural sensitivities, the framework encourages innovation and a careful balance between widespread market reach and localised relevance. Offering strategic insights, this conceptual exploration aids businesses in navigating the intricacies of pricing within the digital era and the expanding global marketplace. It underscores the substantial benefits for business practitioners, including enhanced clarity in pricing decisions, facilitation of competitive differentiation, and alignment with broad business objectives. For marketers aiming to engage with the multicultural consumer markets of the 21st century, this framework serves as a crucial tool, elevating cultural comprehension and promoting product innovation tailored to diverse consumer groups. The paper concludes by emphasising the broader implications for international business practices, advocating for a strategic blend of scalability and customisation to achieve sustainable growth in the global economy.

Keywords: pricing strategy; cultural marketing; glocalisation; competitive differentiation; market globalisation (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2024:v:8:i:2:p:175-191

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