Exploring the role of relationship pricing in industrial export settings: Empirical evidence from the UK

This paper sets out to shed initial empirical light on the role of relationship pricing in an industrial export context, by a) investigating the extent to which selected contextual variables shape the adoption of relationship pricing, and b) examining manifestations of relationship pricing in the process that industrial exporters use for levying their prices. Analyzing data from a stratified random sample of 243 UK exporters of industrial products, the results demonstrate that the adoption of relationship pricing is a) facilitated by the degree of an exporter's market orientation, export experience, and the level of formality in export price setting and b) hindered by firm age and export intensity. It is also shown that industrial exporting firms adopting relationship pricing tend to follow a more market-based export price decision-making process, as this is manifested in market-based export pricing information, objectives and policies. The practical implications of the findings are discussed and useful future research directions are highlighted.