International Pricing at Consumer Goods Manufacturers

In the wake of globalization and increased cross-border activities, international pricing is becoming more and more important for consumer goods manufacturers. Although neglected by researches and managers alike, the relevance of pricing decisions for a company¿s success is indisputable. However, a change of mind is necessary to understand and cope with future trends and challenges. Managers at international consumer goods manufacturers need to understand the influence of interconnected markets in order to arrive at optimal price determination and coordination. Isolated market prices are not relevant any more ¿ it is about the value that corporate pricing creates internationally. The following work intends to shed light on the entire scope of international pricing including influencing factors and trends, strategies and determination approaches, and international price optimization and coordination.