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Pricing to manage export channel relationships

Obadia, Claude and Stöttinger, Barbara (2014) Pricing to manage export channel relationships. International Business Review, 24. pp. 311-318. ISSN 0969-5931

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Abstract

In a novel approach using agency theory, we conceptualize export pricing as price manipulations an exporter initiates to cope with the distributor-level, internal competition with the other product lines the distributor carries. We argue that suppliers can influence foreign resellers' behaviors and therefore manage export channel relationships with prices. Using a sample of 283 exporter-importer relationships, we uncover the export price manipulations used to cope with internal competition, and we examine their impact on the exporter economic performance. We show that the performance effect of this pricing policy is achieved through the adequate role performance of the importer. Moreover, using a small but rare dyadic data set, we offer an additional test of the effectiveness of this form of pricing. Finally, by comparing the results of our study to exporters' practice we show how they tend to overuse price discounts to motivate their overseas distributors. (authors' abstract)

Item Type: Article
Additional Information: To see the final version of this paper please visit the publisher's website. Access to the published version requires a subscription. The original publication is available at www.elsevier.com.
Keywords: Agency theory / Exporter-importer relationships / Export marketing / Export pricing
Divisions: Departments > Marketing > Marketing-Management
Version of the Document: Accepted for Publication
Depositing User: ePub Administrator
Date Deposited: 01 Dec 2014 13:58
Last Modified: 05 Feb 2015 20:37
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/68243/
URI: http://epub.wu.ac.at/id/eprint/4392

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