Quotation Obadia, Claude, Stöttinger, Barbara. 2015. Pricing to manage export channel relationships. International Business Review 24 (2): S. 311-318.


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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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal International Business Review
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new STRAT-B, WH-B
Language English
Title Pricing to manage export channel relationships
Volume 24
Number 2
Year 2015
Page from 311
Page to 318
Reviewed? Y
DOI http://dx.doi.org/10.1016/j.ibusrev.2014.08.005

Associations

People
Stöttinger, Barbara (Details)
External
Obadia, Claude (ESCE, International Business School Paris, France)
Organization
International Marketing Management IN (Details)
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