Extracting Value from Global Operations

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: Vienna University of Economics and Business

Chapter 8 in Global Marketing Strategy, 2022, pp 193-223 from Springer

Abstract: Abstract There is no greater leverage for revenues and profits than pricing. Unfortunately, setting prices is also one of the most difficult decisions in global marketing. This chapter considers some of the key influences on setting prices in an international arena and looks at global pricing strategies and practices. The discussed topics range from different approaches to pricing in international markets to new approaches to pricing in today’s digital environment, different forms of countertrade, and the role of Incoterms. The chapter also scrutinizes the vexing issue of standardization and differentiation in the context of global pricing and the closely related question of where price decisions should be made: centrally or locally. Other topics discussed in this chapter include transfer prices within multinational companies, dumping, gray markets, and parallel imports.

Keywords: Exchange rates; Cost-plus pricing; Parity pricing; Market penetration; Market skimming; Digital pricing; Countertrade; Incoterms; Transfer prices; Dumping; Grey markets; Parallel imports (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90665-8_8

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DOI: 10.1007/978-3-030-90665-8_8

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