EXPRESS: Emerging Market Firms’ Internalization Pricing Strategies: the Role of Country-of-Origin and Organizational Learning

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2024-01-04 DOI:10.1177/1069031x241226668
Preethika Sainam, S. Cem Bahadir
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Abstract

Over the last decade there has been significant interest in international expansion of emerging market firms (EMFs) due to their distinctive patterns compared to developed market firms (DMFs). In this paper, the authors develop an analytical model to generate prescriptive insights for pricing strategies when EMFs enter new foreign markets. Grounded in the international marketing and organizational learning literatures, the model accounts for local and multinational competition, the influence of country-of-origin effects and the role of organizational learning in foreign markets. The results suggest that when an EMF enters a host market with a local competitor, they could generate higher profits even when charging a lower price than the local competitor. Additionally, we find that DMFs enjoy greater profitability than EMFs in foreign markets as a result of positive country-of-origin effect. Finally, we propose and validate the use of organizational learning as a process EMFs can use to surmount the negative impact of country-of-origin effects and achieve greater profitability than DMFs.
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快讯新兴市场企业的内部化定价策略:原产国和组织学习的作用
过去十年来,由于新兴市场企业(EMF)与发达市场企业(DMF)相比具有独特的模式,因此新兴市场企业的国际扩张一直备受关注。在本文中,作者建立了一个分析模型,为新兴市场企业进入新的国外市场时的定价策略提供指导性见解。该模型以国际营销和组织学习文献为基础,考虑了当地和跨国竞争、原产国效应的影响以及组织学习在国外市场的作用。结果表明,当一个新兴市场经济体进入一个有当地竞争对手的东道国市场时,即使其价格低于当地竞争对手,也能创造更高的利润。此外,我们还发现,由于积极的原产国效应,DMF 在国外市场比 EMF 享有更高的利润率。最后,我们提出并验证了利用组织学习作为 EMF 可以用来克服原产国效应的负面影响并获得比 DMF 更高的盈利能力的过程。
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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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