 The pricing of export products: Why aren't managers satisfied with the results?Matthew B. Myers Journal of World Business, 1997, vol. 32, issue 3, 277-289 Abstract: When it comes to pricing, many exporters do not have the tools necessary to compete in their overseas markets. Despite warnings from a series of scholars and managers, many exporters continue to base their pricing approaches simply on costs, without committing the resources necessary to accumulate and utilize market and competition related information. Through the use of qualitative interviews and the responses of a mail survey of U.S. exporters, this study attempts to understand why managers continue to neglect the potential weapon of competitive pricing in their exporting operations. The relative importance of pricing as compared to other international marketing decision variables is discussed, as are the tools for effective pricing strategies that managers themselves believe are lacking within their firms. The study is designed to identify problematic areas which may be alleviated to enhance export pricing effectiveness. Date: 1997 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:worbus:v:32:y:1997:i:3:p:277-289 Ordering information: This journal article can be ordered from Access Statistics for this article Journal of World Business is currently edited by David Collings and Jonathan Doh More articles in Journal of World Business from Elsevier |
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