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International Pricing Strategies for Born-Global Firms

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  • Michael Neubert

Abstract

This paper aims to understand how born global firms develop their international pricing strategies, practices, and models. It aims to expand the study of international entrepreneurship and born global firms by including a broader and deeper range of pricing aspects than is normally found in the international entrepreneurship and pricing literature. The paper opted for a multiple case-study research design using different sources of evidence, including four in-depth interviews with CEOs of born global firms. The case-study firms were selected using a purposive selection method. The theoretical framework of Ingenbleek, Frambach & Verhallen is used. The results suggest that successful leaders act as 'integrating forces' on two levels: by applying a structured and disciplined price-setting process with regular reviews and by mediating between corporate financial goals and the local market reality. The results support the claim that policy makers should offer insights, training and financial support to give promising born global firms the possibility to select the most efficient international pricing models and strategies. The results are relevant for entrepreneurs to understand the importance of efficient price-modelling processes and the influence of the different price strategies and price models on financial results and sales revenues.

Suggested Citation

  • Michael Neubert, 2017. "International Pricing Strategies for Born-Global Firms," Central European Business Review, Prague University of Economics and Business, vol. 2017(3), pages 41-50.
    • Handle: RePEc:prg:jnlcbr:v:2017:y:2017:i:3:id:185:p:41-50
    DOI: 10.18267/j.cebr.185
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    References listed on IDEAS

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    1. Yuriy Gorodnichenko & Oleksandr Talavera, 2017. "Price Setting in Online Markets: Basic Facts, International Comparisons, and Cross-Border Integration," American Economic Review, American Economic Association, vol. 107(1), pages 249-282, January.
    2. Adam Copeland & Adam Hale Shapiro, 2016. "Price Setting and Rapid Technology Adoption: The Case of the PC Industry," The Review of Economics and Statistics, MIT Press, vol. 98(3), pages 601-616, July.
    3. Hallberg, Niklas L., 2017. "The micro-foundations of pricing strategy in industrial markets: A case study in the European packaging industry," Journal of Business Research, Elsevier, vol. 76(C), pages 179-188.
    4. Joakim Gullstrand & Karin Olofsdotter & Susanna Thede, 2014. "Markups and export-pricing strategies," Review of World Economics (Weltwirtschaftliches Archiv), Springer;Institut für Weltwirtschaft (Kiel Institute for the World Economy), vol. 150(2), pages 221-239, May.
    5. Obadia, Claude & Stöttinger, Barbara, 2015. "Pricing to manage export channel relationships," International Business Review, Elsevier, vol. 24(2), pages 311-318.
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    Cited by:

    1. Michael Neubert, 2019. "Funding Innovations for Sustainable Growth in Emerging Markets," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 11(4), pages 16-24, April.
    2. Yin Yu Lum Gousgounis & Michael Neubert, 2020. "Price-setting strategies and practice for medical devices used by consumers," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(3), pages 218-226, June.
    3. Mirosław Jarosiński & Krystian Barłożewski, 2019. "Differences in Strategies between Rapidly and Gradually Internationalising Polish Firms," Acta Oeconomica, Akadémiai Kiadó, Hungary, vol. 69(supplemen), pages 163-189, December.
    4. Florian Steinbrenner & Jana Turčínková, 2021. "The Value-Based Pricing Determination Matrix for Pricing Method Selection," Central European Business Review, Prague University of Economics and Business, vol. 2021(4), pages 99-123.

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    More about this item

    Keywords

    price model; pricing strategy; price-setting practice; born global; pay-per-use;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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