{"title":"快讯新兴市场企业的内部化定价策略:原产国和组织学习的作用","authors":"Preethika Sainam, S. Cem Bahadir","doi":"10.1177/1069031x241226668","DOIUrl":null,"url":null,"abstract":"Over the last decade there has been significant interest in international expansion of emerging market firms (EMFs) due to their distinctive patterns compared to developed market firms (DMFs). In this paper, the authors develop an analytical model to generate prescriptive insights for pricing strategies when EMFs enter new foreign markets. Grounded in the international marketing and organizational learning literatures, the model accounts for local and multinational competition, the influence of country-of-origin effects and the role of organizational learning in foreign markets. The results suggest that when an EMF enters a host market with a local competitor, they could generate higher profits even when charging a lower price than the local competitor. Additionally, we find that DMFs enjoy greater profitability than EMFs in foreign markets as a result of positive country-of-origin effect. Finally, we propose and validate the use of organizational learning as a process EMFs can use to surmount the negative impact of country-of-origin effects and achieve greater profitability than DMFs.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":null,"pages":null},"PeriodicalIF":4.9000,"publicationDate":"2024-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"EXPRESS: Emerging Market Firms’ Internalization Pricing Strategies: the Role of Country-of-Origin and Organizational Learning\",\"authors\":\"Preethika Sainam, S. Cem Bahadir\",\"doi\":\"10.1177/1069031x241226668\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Over the last decade there has been significant interest in international expansion of emerging market firms (EMFs) due to their distinctive patterns compared to developed market firms (DMFs). In this paper, the authors develop an analytical model to generate prescriptive insights for pricing strategies when EMFs enter new foreign markets. Grounded in the international marketing and organizational learning literatures, the model accounts for local and multinational competition, the influence of country-of-origin effects and the role of organizational learning in foreign markets. The results suggest that when an EMF enters a host market with a local competitor, they could generate higher profits even when charging a lower price than the local competitor. Additionally, we find that DMFs enjoy greater profitability than EMFs in foreign markets as a result of positive country-of-origin effect. Finally, we propose and validate the use of organizational learning as a process EMFs can use to surmount the negative impact of country-of-origin effects and achieve greater profitability than DMFs.\",\"PeriodicalId\":48081,\"journal\":{\"name\":\"Journal of International Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.9000,\"publicationDate\":\"2024-01-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of International Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/1069031x241226668\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/1069031x241226668","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
EXPRESS: Emerging Market Firms’ Internalization Pricing Strategies: the Role of Country-of-Origin and Organizational Learning
Over the last decade there has been significant interest in international expansion of emerging market firms (EMFs) due to their distinctive patterns compared to developed market firms (DMFs). In this paper, the authors develop an analytical model to generate prescriptive insights for pricing strategies when EMFs enter new foreign markets. Grounded in the international marketing and organizational learning literatures, the model accounts for local and multinational competition, the influence of country-of-origin effects and the role of organizational learning in foreign markets. The results suggest that when an EMF enters a host market with a local competitor, they could generate higher profits even when charging a lower price than the local competitor. Additionally, we find that DMFs enjoy greater profitability than EMFs in foreign markets as a result of positive country-of-origin effect. Finally, we propose and validate the use of organizational learning as a process EMFs can use to surmount the negative impact of country-of-origin effects and achieve greater profitability than DMFs.
期刊介绍:
As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.