SMEs are the backbone of the European economies representing the most important employer and healthiness generator in the European market. The studies on export pricing strategies (EPS) still indicate a lack of clarity and confusion in the literature providing a few clear guidelines for marketers’ export pricing formulations. This study is aimed at the identification of the main determinants that so far have been subjected to analysis by the literature that is at the center of the EPS formulation in the actual context. Furthermore, a comprehensive model of these variables is assembled delivering new insights for more advancements in this research field and providing guidelines for marketers. As a novelty, two new dimensions were found important in the formulation of the EPS, cultural dimensions, and firm/brand reputation providing new stimuli for further advancements in the field.
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