Reformulating international pricing: standardization vs. adaptation

Abstract

We have carried out a deep analysis (using of a meta-analytical approach) of the Literature published in relation to international pricing. We have formulated a series of theoretical propositions that we have contrasted with a company inside the countries of the European Union. We have joined countries of the EU according to the prices of the analysed product. So, the best statistical tool for that is the cluster analysis. The second stage of this process is to contrast the price differences between the countries classified in each cluster. The research reveals the existence of price adaptation of the analysed company to the diverse environments of the European Union members.