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Reformulating international pricing: standardization vs. adaptation

 

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Author: Rondán Cataluña, Francisco Javier
García Cruz, Rosario
Coordinator/Director: Casillas Bueno, José Carlos
Castellanos Verdugo, Mario
Department: Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Date: 2005
Published in: Developing regions through family businesses and tourism. III Academic Workshop between Spanish and Czech Researchers on Management (2005), p 1-19
ISBN/ISSN: 9788447210183
Document type: Presentation
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.
Cite: Rondán Cataluña, F.J. y García Cruz, R. (2005). Reformulating international pricing: standardization vs. adaptation. En Developing regions through family businesses and tourism. III Academic Workshop between Spanish and Czech Researchers on Management (1-19), Sevilla: Universidad de Sevilla.
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Format: PDF

URI: http://hdl.handle.net/11441/60566

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