Pricing For Export Market Is The Most Important Factors Determining The Performance Of Export Ventures

1186 WordsApr 2, 20155 Pages
Pricing for export market is one of the most important factors determining the performance of export ventures. Scholars describe the export pricing as one of the prime devices used by the exporters to adapt offering to fulfil the requirement of foreign markets (Myers et al 2000). In the competitive export pricing environment, it is expected that export performance is impacted by competitive export pricing. According to Porter (1980), in an increasing competitive environment in the international markets, a flexible marketing strategy is more regarding that a rigid strategy. Kotabe and Helsen (2001) state that as buyers have become more sophisticated in their choice, the pricing strategy needs to be more buyer-oriented to be competitive. The rest of the paper is organized as follows. In the next section, I reviews a number of relevant literatures on export pricing. I have not put any time restrictions in selecting my articles, as some of the old articles are relevant for exporters’ pricing decisions. In the following sections I depict my theoretical framework. The last section of the article indicates the limitations of this article and provides an avenue for future research. Literature Review Firm contemplating to enter into a new foreign market and/or expanding its existing operations, pricing of its products and services plays a key role in its success or failure. Businesses engaged in international operations need to adhere to effective pricing strategies, as it is one

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