TITLE

The Pricing of Export Products: Why aren't Managers Satisfied with the Results?

AUTHOR(S)
Myers, Matthew B.
PUB. DATE
September 1997
SOURCE
Journal of World Business;Fall97, Vol. 32 Issue 3, p277
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
9711261760

 

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