Strategic Orientations in Export Pricing: A Clustering Approach to Create Firm Taxonomies

Changes in the global economy have made pricing strategy increasingly important for exporting manufacturers. However, relatively little empirical work exists on export pricing strategies to guide marketing managers. The authors use a firm's strategic orientations in export pricing to create firm typologies. They find that four clusters of firms differ across organizational, venture-related, export market, and performance variables. The findings suggest that managerial orientations in export pricing can be successfully used to group firms in how they approach pricing decisions.