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Factors Influencing the Degree of International Pricing Strategy Standardization of Multinational Corporations
Marios Theodosiou and Constantine S. Katsikeas
Journal of International Marketing
Vol. 9, No. 3 (2001), pp. 1-18
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/25048857
Page Count: 18
You can always find the topics here!Topics: Standardization, Marketing, Pricing strategies, Customers, Pricing, Market prices, Subsidiary companies, International markets, Marketing strategies, Host country
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In response to certain important gaps identified in the global marketing literature, the focus of this inquiry is an investigation of the pricing strategies followed by manufacturing subsidiaries of multinational corporations. Specifically, the authors attempt to identify the factors that play an important role in determining the degree of international pricing strategy standardization. The findings suggest that the extent to which multinationals standardize their international pricing strategies depends on the level of similarity between home and host countries in terms of customer characteristics, legal environment, economic conditions, and stage of the product life cycle. The authors highlight implications of the findings for business practitioners and discuss future research directions along with the limitations of the study.
Journal of International Marketing © 2001 American Marketing Association