초록

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Abstract ▼ AI-Helper

Korean firms are using cost-based pricing or market-based pricing strategy to set export prices. Also, market intelligence is considered as a dimension of constituting pricing strategy. Three factors related to export pricing are used to group the firms. Three clusters are defined and their characte...

Korean firms are using cost-based pricing or market-based pricing strategy to set export prices. Also, market intelligence is considered as a dimension of constituting pricing strategy. Three factors related to export pricing are used to group the firms. Three clusters are defined and their characteristics are analysed. The cluster of cost-based firms has higher export intensity and brand recognition than others. However, their is no difference in export performance between the clusters. It suggests that those firms are not pricing their products effectively to achieve firm objectives under changing internal and external environments. To deal with appreciation of the won, firms employing cost-based pricing prefer foreign direct investment, product differentiation, and forward contract to other options. On the other hand, firms emphasizing market-based pricing frequently use product differentiation and foreign direct investment.

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