Understanding International Prices: Customers as Capital
This paper develops a new theory of pricing-to-market driven by sluggish market shares. Our key innovation is a capital theoretic model of marketing in which relations with the customers are valuable. We discipline the introduced friction using a unique prediction of the model about the low short-run and high long-run price elasticity of international trade flows, consistent with the data. The model accounts for several pricing implications that are puzzling for a large class of theories. The good performance on the quantities side is maintained.
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