Antecedents of international pricing adaptation and export performance

Using data collected from over 300 firms, price adaptation and export performance were measured at the export venture level and analyzed by way of structural equation modeling. The manager's international experience and the characteristics of the foreign market were found to influence price adaptation and export performance, which itself was influenced by price adaptation. We concluded that international pricing strategies should reflect the environmental characteristics of the foreign market. A price standardization strategy had a positive impact on the export performance of the firm and, a surprising result, firms appeared to perform better in countries that were very different from their home country.