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Optimiser le résultat par une stratégie prix européenne

Author

Listed:
  • Hermann Simon

    (London Business School)

  • Dieter Lauszus

    (Universität Bielefeld = Bielefeld University)

  • Meinhard Kneller

    (Simon Kucher & Partners.)

  • Franck Brault

    (Simon Kucher & Partners.)

  • Florent Jacquet

    (Simon Kucher & Partners.)

Abstract

En Europe, la monnaie unique introduit une brutale transparence des prix, qui renforce la pression exercée par les importations parallèles et les centrales d'achat. Un corridor de prix peut limiter les effets négatifs des importations parallèles mais ne représente pas toujours la bonne solution : un prix unique ou des écarts de prix importants peuvent constituer des alternatives intéressantes. D'un point de vue organisationnel, l'euro nécessite une politique de prix centralisée qui gère les particularités nationales et optimise le résultat au niveau du groupe.

Suggested Citation

  • Hermann Simon & Dieter Lauszus & Meinhard Kneller & Franck Brault & Florent Jacquet, 2000. "Optimiser le résultat par une stratégie prix européenne," Post-Print halshs-02920335, HAL.
    • Handle: RePEc:hal:journl:halshs-02920335
    DOI: 10.7193/DM.021.37.45
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