EXPRESS: Price increases and their Financial Consequences in International Business-To-Business Selling

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2023-11-01 DOI:10.1177/1069031x231214160
Maximilian Friess, Roland Kassemeier
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Abstract

Although price increases are common in business-to-consumer (B2C) and business-to-business (B2B) markets, research examining the consequences of price increases on financial performance outcomes in B2B contexts is scarce. This study takes a relationship perspective on price increases and examines how a portfolio price increase affects the financial performance of the customer relationship and whether and how this effect varies between international business customers from different cultures. Based on objective data from 966 international B2B customers of a chemical goods company, this study examines a large-scale field intervention. Results show that higher portfolio price increases, although rooted in an increase of upstream costs, have more severe harm to B2B customers’ sales revenue than lower portfolio price increases. These consequences vary with customers’ cultures as B2B customers with culture-specific communal norms are more susceptible to the magnitude of portfolio price increases than customers without such norms. International B2B companies, therefore, need to refrain from implementing uniform price increases and should consider their business customers’ cultural origin when designing and implementing price increases.
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EXPRESS:国际企业对企业销售中的价格上涨及其财务后果
尽管价格上涨在企业对消费者(B2C)和企业对企业(B2B)市场中很常见,但在B2B环境中,价格上涨对财务绩效结果的影响的研究却很少。本研究从关系的角度看待价格上涨,并考察了投资组合价格上涨如何影响客户关系的财务绩效,以及这种影响在来自不同文化的国际商业客户之间是否以及如何变化。基于某化工产品公司966名国际B2B客户的客观数据,本研究进行了大规模的现场干预。结果表明,较高的组合价格涨幅虽然源于上游成本的增加,但对B2B客户销售收入的损害比较低的组合价格涨幅更严重。这些结果因客户的文化而异,因为具有特定文化公共规范的B2B客户比没有这种规范的客户更容易受到投资组合价格上涨幅度的影响。因此,国际B2B公司在设计和实施价格上涨时,需要避免实施统一的价格上涨,而应考虑其商业客户的文化渊源。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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