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Extracting Value from Global Operations

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Global Marketing Strategy

Part of the book series: Management for Professionals ((MANAGPROF))

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Abstract

There is no greater leverage for revenues and profits than pricing. Unfortunately, setting prices is also one of the most difficult decisions in global marketing. This chapter considers some of the key influences on setting prices in an international arena and looks at global pricing strategies and practices. The discussed topics range from different approaches to pricing in international markets to new approaches to pricing in today’s digital environment, different forms of countertrade, and the role of Incoterms. The chapter also scrutinizes the vexing issue of standardization and differentiation in the context of global pricing and the closely related question of where price decisions should be made: centrally or locally. Other topics discussed in this chapter include transfer prices within multinational companies, dumping, gray markets, and parallel imports.

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Notes

  1. 1.

    Phillips (2021).

  2. 2.

    Marn et al. (2003).

  3. 3.

    Gangwar and Rao (2021, p. 309).

  4. 4.

    Klein et al. (2020).

  5. 5.

    Auer and Papies (2020).

  6. 6.

    Shankar and Bolton (2004).

  7. 7.

    Forman and Hunt (2005).

  8. 8.

    Wazzan and Frech (2009).

  9. 9.

    Emch and Leonard (2010).

  10. 10.

    Wazzan and Frech (2009).

  11. 11.

    Keegan & Schlegelmilch (2001).

  12. 12.

    Ramón (2010).

  13. 13.

    Gust et al. (2010).

  14. 14.

    Casas (2020).

  15. 15.

    Bowe and Saltvedt (2004).

  16. 16.

    Sarathy et al. (2006).

  17. 17.

    Clark and Judge (2009).

  18. 18.

    Boyabality and Toktay (2004).

  19. 19.

    Ding and Kouvelis (2007).

  20. 20.

    Toyota (n.d.).

  21. 21.

    Toyota (2017).

  22. 22.

    Hirsh (2012).

  23. 23.

    Stewart and Raman (2007).

  24. 24.

    Tabuchi (2010).

  25. 25.

    Toyota Motor Corporation (2012).

  26. 26.

    GoodReads (n.d.).

  27. 27.

    Deloitte (2014).

  28. 28.

    SugarCane.org (2015).

  29. 29.

    Richards and Pofahl (2009).

  30. 30.

    Kim and Cotterill (2008).

  31. 31.

    Hamilton (2009).

  32. 32.

    Taylor (2000).

  33. 33.

    Jun (2008).

  34. 34.

    Harley-Davidson USA (2020)

  35. 35.

    Carfax (2020).

  36. 36.

    The Jakarta Post (2014) and Motorcycledata (2016).

  37. 37.

    Forman and Hunt (2005).

  38. 38.

    Gangwar and Rao (2021).

  39. 39.

    Chernev (2006).

  40. 40.

    Iyer and Muncy (2005).

  41. 41.

    Chernev and Kivetz (2005).

  42. 42.

    Kehagias and Skourtis (2009).

  43. 43.

    Keegan and Schlegelmilch (2001).

  44. 44.

    Gu et al. (2018).

  45. 45.

    Spann and Tellis (2006).

  46. 46.

    Kannan (2021).

  47. 47.

    Pauwels and Weiss (2007).

  48. 48.

    Kanuri et al. (2017).

  49. 49.

    Kannan et al. (2009).

  50. 50.

    Dehoff et al. (2014).

  51. 51.

    Lazar (2020, p. 245).

  52. 52.

    International Chamber of Commerce (2020a).

  53. 53.

    International Chamber of Commerce (2020b).

  54. 54.

    Theodosiou and Katsikeas (2001).

  55. 55.

    Khan and Jain (2005).

  56. 56.

    Katsikeas et al. (2020).

  57. 57.

    Sousa and Bradley (2008) and Wolk and Ebling (2004).

  58. 58.

    Lages and Montgomery (2004).

  59. 59.

    Shor and Chen (2009).

  60. 60.

    Rathke et al. (2020).

  61. 61.

    Lin (2010).

  62. 62.

    Adams and Drtina (2010).

  63. 63.

    Bartelsman (2003).

  64. 64.

    Karyadi and Marseille (2010).

  65. 65.

    Low and Wong (2007).

  66. 66.

    Dean et al. (2008).

  67. 67.

    Nielsen et al. (2003).

  68. 68.

    Samir et al. (2010).

  69. 69.

    Low and Wong (2007).

  70. 70.

    Kipel (2010).

  71. 71.

    McGee (2008).

  72. 72.

    Jabbour et al. (2019).

  73. 73.

    Rai (2006).

  74. 74.

    Ashiya (2004).

  75. 75.

    Rai (2006).

  76. 76.

    Brennan et al. (2007).

  77. 77.

    Irwin (2017).

  78. 78.

    The Economist (2016).

  79. 79.

    Huang et al. (2008).

  80. 80.

    Antia et al. (2004).

  81. 81.

    Mendelsohn and Stanton (2010).

  82. 82.

    Huang et al. (2008).

  83. 83.

    Lee et al. (2000).

  84. 84.

    Mendelsohn and Stanton (2010).

  85. 85.

    Watanabe et al. (2020).

  86. 86.

    Pepels (2006).

  87. 87.

    Connor (2005).

  88. 88.

    Boyer and Kotchoni (2015).

  89. 89.

    Connor (2004).

  90. 90.

    Katsoulacos et al. (2020).

  91. 91.

    Buckley (2020).

  92. 92.

    Connor (2004).

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    Bodo B. Schlegelmilch

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Schlegelmilch, B.B. (2022). Extracting Value from Global Operations. In: Global Marketing Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-90665-8_8

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