عنوان انگلیسی مقاله:

The effects of dynamic capabilities on value based pricing and export performance

ترجمه عنوان مقاله: آثار قابلیت‌های پویا روی قیمت‌گذاری ارزش محور و عملکرد صادرات

رشته: مدیریت

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 21 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Absract The effects of dynamic capabilities on value based pricing and export performance

In this study, we examine the influence of different components of dynamic capabilities on value-based pricing and export performance. We develop a research model investigating the three component factors of dynamic capabilities, that is, adaptive capability, absorptive capability, and innovative capability, and their respective influence on value-based pricing and export performance. Furthermore, we hypothesize a relationship between value-based pricing and export performance. Building upon a sample of 172 Austrian CEOs and marketing managers, we test our hypotheses through structural equation modeling using partial least squares.

The results reveal that a firm’s adaptive capability and innovative capability both positively influence value-based pricing. Furthermore, our results show that adaptive capability has a positive influence on export performance. The relationship between value-based pricing and export performance could not be supported. Hence, we conclude that a firm’s adaptive capability plays a central role in international pricing and leads to enhanced export performance.

Keywords: Dynamic capabilities; value-based pricing; export performance; international marketing

مقدمه مقاله

Introduction The effects of dynamic capabilities on value based pricing and export performance

International pricing is a central issue discussed among international marketing scholars (e.g.,Myers & Cavusgil, 1996;Theodosiou & Katsikeas, 2001). Despite the considerable number of studies in recent years, the findings regarding the determinants and consequences of export pricing can still be described as fragmented and inconsistent (Tan & Sousa, 2011). Strategic export pricing represents one of several options through which a firm can increase its competitiveness (Dolgui & Proth, 2010). This approach requires the consideration of diverse antecedents that influence the pricing method.

To account for the demanding nature of international business, we identify dynamic capabilities as an important factor having an influence on pricing and performance. As a result of complex and fast-changing environments, firms need to develop distinctive capabilities to make optimal use of resources (Prange & Verdier, 2011). Teece (2014, p. 8) states that “dynamic capabilities coupled with good strategy are seen as necessary to sustain superior enterprise performance, especially in fast-moving global environments.”

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