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The pricing of export products: Why aren't managers satisfied with the results?

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  • Myers, Matthew B.

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.

Suggested Citation

  • Myers, Matthew B., 1997. "The pricing of export products: Why aren't managers satisfied with the results?," Journal of World Business, Elsevier, vol. 32(3), pages 277-289, October.
    • Handle: RePEc:eee:worbus:v:32:y:1997:i:3:p:277-289
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    References listed on IDEAS

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    1. Nagle, Thomas, 1983. "Pricing as creative marketing," Business Horizons, Elsevier, vol. 26(4), pages 14-19.
    2. Cavusgil, S. Tamer, 1988. "Unraveling the mystique of export pricing," Business Horizons, Elsevier, vol. 31(3), pages 54-63.
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    Cited by:

    1. Tzokas, Nikolaos & Hart, Susan & Argouslidis, Paris & Saren, Michael, 2000. "Strategic pricing in export markets: empirical evidence from the UK," International Business Review, Elsevier, vol. 9(1), pages 95-117, February.
    2. Alteren, Gro & Tudoran, Ana Alina, 2016. "Enhancing export performance: Betting on customer orientation, behavioral commitment, and communication," International Business Review, Elsevier, vol. 25(1), pages 370-381.
    3. Roine, Henna & Sainio, Liisa-Maija & Saarenketo, Sami, 2012. "Export channel pricing management for integrated solutions," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 5(3), pages 195-214.
    4. Boccali, Filippo & Mariani, Marcello M. & Visani, Franco & Mora-Cruz, Alexandra, 2022. "Innovative value-based price assessment in data-rich environments: Leveraging online review analytics through Data Envelopment Analysis to empower managers and entrepreneurs," Technological Forecasting and Social Change, Elsevier, vol. 182(C).

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