国际工业市场的定价决策——市场进入标准化、定价能力和价格反应之间的联系

Susanne Kreiter, R. Helm
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引用次数: 0

摘要

国际定价决策是管理者面临的最重要的决策之一。本文基于路径依赖的概念,将国际市场营销与竞争动态联系起来,揭示了进入国际市场时产品和价格标准化与进入市场后防御性价格反应之间的关系。结构模型的实证评价表明,标准化对适应决策后的闲置资源和附加价格形成能力有正向影响。与意识-动机-能力框架一致,我们的研究结果显示价格适应能力对价格反应有负向影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Pricing Decisions in International Industrial Markets – The Link between Standardization at Market Entry, Pricing Capability, and Price Reactions
International pricing decisions are one of the most paramount decisions managers face. By linking international marketing and competitive dynamics this paper reveals a relationship between product and price standardization at international market entry and defensive price reactions after market entry based on the concept of path dependencies. The empirical evaluation of a structural model shows that standardization positively influences slack resources after adaptation decision and in addition price formation capabilities. In line with the awareness-motivation-capability framework our results show a negative impact of price adaptive capabilities on price reaction.
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