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Strategic pricing in export markets: empirical evidence from the UK

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  • Tzokas, Nikolaos
  • Hart, Susan
  • Argouslidis, Paris
  • Saren, Michael

Abstract

This study was initiated by the apparent conceptual and empirical neglect of the industrial export pricing area. Capitalising upon calls for a strategic pricing orientation in contemporary firms the study seeks to empirically explore the export pricing practices of industrial exporters in the UK and assess their influence upon their strategic export pricing. The aggregated experience of 178 firms suggests that proactive exporting stimuli, market orientation, formality of the pricing decision process and a balanced attention to customer needs and the profit potential of the exporting activity are practices identifiable in firms with a high strategic pricing orientation. This new empirical evidence is discussed in terms of its contribution for export managers, public policy makers and researchers wishing to advance further our knowledge of this critical area of marketing activity.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:iburev:v:9:y:2000:i:1:p:95-117
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    References listed on IDEAS

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    Cited by:

    1. Indounas, Kostis & Roth, Stefan, 2012. "Antecedents and consequences of strategic price management: An analysis in the New Zealand industrial service context," Australasian marketing journal, Elsevier, vol. 20(2), pages 113-121.
    2. Bodlaj, Mateja & Čater, Barbara, 2022. "Responsive and proactive market orientation in relation to SMEs’ export venture performance: The mediating role of marketing capabilities," Journal of Business Research, Elsevier, vol. 138(C), pages 256-265.
    3. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).

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    Keywords

    Pricing Industrial Exporters Survey;

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