The Determinants of Pricing Strategies for Industrial Products in International Markets

by Howard Forman, Richard Lancioni
Journal of Business-to-Business Marketing ()


The global marketplace is becoming increasingly com- plex in which to conduct business. Firms marketing consumer goods have a somewhat easier time than those selling industrial products, since more has been written about them and the international consumer goods have been analyzed for a longer period of time. In addition, the interna- tional marketing literature, has looked more at the elements of product, promotion and place than price. This literature gap has created a void in the understanding of marketers as to how to effectively price industrial products in international markets. The paper identifies the important industrial pricing strategies in in- ternational marketing and examines the underlying determinants that af- fect their outcome. In addition, the specific causal relationships between the determinants and pricing strategies are examined through a logistic regression analysis.

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