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The Relationship Among Export Assistance, Pricing Strategy Adaptation To The Foreign Market, And Performance Improvement, Luis Filipe Lages, David B. Montgomery

Research Collection Lee Kong Chian School Of Business

The increasing amount of export assistance provided to firms of rich and poor countries shows the high priority given by national and international policy makers to the encouragement of international trade. Despite this, relatively few international marketing researchers have discussed the effectiveness of such export assistance. This exploratory study provides an empirical foundation for simultaneously analyzing the effects of export assistance on the decision to adapt or standardize the domestic pricing strategy to the main foreign market and ultimately improve a firm’s short-term export performance. Surprisingly, the findings reveal that the total effects of export assistance on short-term export performance …