The role of pricing capabilities and pricing methods for SMEs’ export venture performance
(R2021-104336)

AUTHORS

Mateja Bodlaj, University of Ljubljana, School of Economics and Business; Barbara ?ater, University of Ljubljana, School of Economics and Business; Maja Arslanagic-Kalajdzic, University of Sarajevo

KEYWORDS

Strategic pricing; Pricing capabilities; Export venture performance

ABSTRACT

The purpose of this study is to examine the importance of strategic pricing perspectives for SMEs' export venture performance. Results are reported for a sample of 339 SMEs across multiple industries. The findings show that strategic pricing has a positive relationship with pricing capabilities, which are then positively related to value-based, competition-based, and cost-based pricing. While value-based and cost-based pricing have a positive effect on export venture performance, competition-based pricing has a negative effect. A set of indirect effects that additionally explain the mechanism of transfer from strategic pricing to tactical decisions and performance is further supported in this study.