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Pricing Decisions in International Industrial Markets - The Link between Standardization at Market Entry, Pricing Capability, and Price Reactions

Helm, Roland ; Kreiter, Susanne



Abstract

International pricing decisions are one of the most paramount decisions managers face. By linking international marketing and competitive dynamics this paper reveals a relationship between product and price standardization at international market entry and defensive price reactions after market entry based on the concept of path dependencies. The empirical evaluation of a structural model shows ...

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