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Internationale Pricing-Prozesse in der Unternehmenspraxis

Bestandsaufnahme und Implikationen aus ausgewählten Industriezweigen

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Qualitative Marktforschung

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Die Festsetzung und das Monitoring von Preisen auf Auslandsmärkten zählen zu den kritischen Prozessen, mit denen sich Unternehmen im globalen Umfeld auseinandersetzen müssen, wie empirische Untersuchungen belegen (Gaul/Lutz 1994, Piercy 1981, Simon 1992). Dies erklärt sich aus der Bedeutung preispolitischer Aktivitäten für die finanzielle Situation von Unternehmen. Kein anderes Marketinginstrument hat derart unmittelbare Effekte auf die Prosperität eines Unternehmens wie die Preispolitik. Im Gegensatz zu den übrigen Marketing-Mix-Instrumenten zeigen sich die Auswirkungen von Preisänderungen unmittelbar in Reaktionen der Kundinnen und zumeist auch der Mitbewerberinnen (Lancioni 2005a). Da anzunehmen ist, dass die Preispolitik und ihr Einsatz als Wettbewerbsinstrument in Zukunft an Bedeutung gewinnen werden (Simon 2004), werden Unternehmen gefordert sein, verstärkt Augenmerk auf diese Entscheidungen zu lenken (Dolan/Simon 1997, Monroe 2003, Myers/Cavusgil/Diamantopoulos 2002, Sander 1997).

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Authors and Affiliations

  1. Universitätsprofessorin am Institut für Internationales Marketing und Management der Wirtschaftsuniversität Wien, Austria

    Barbara Stöttinger Dr.

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  1. Barbara Stöttinger Dr.
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  1. Institut für Handel und Marketing der Wirtschaftsuniversität Wien, Deutschland

    Renate Buber

  2. Lehrstuhls für Marketing an der Universität Dortmund, Deutschland

    Hartmut H. Holzmüller

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© 2007 Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden

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Stöttinger, B. (2007). Internationale Pricing-Prozesse in der Unternehmenspraxis. In: Buber, R., Holzmüller, H.H. (eds) Qualitative Marktforschung. Gabler. https://doi.org/10.1007/978-3-8349-9258-1_60

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