Factors influencing the degree of international pricing strategy standardization of multinational corporations

In response to certain important gaps identified in the global marketing li terature, the focus of this inquiry is an investigation of the pricing stra tegies followed by manufacturing subsidiaries of multinational corporations . Specifically, the authors attempt to identify the factors that play an im portant role in determining the degree of international pricing strategy st andardization. The findings suggest that the extent to which multinationals standardize their international pricing strategies depends on the level of similarity between home and host countries in terms of customer characteri stics, legal environment, economic conditions, and stage of the product lif e cycle, The authors highlight implications of the findings for business pr actitioners and discuss future research directions along with the limitatio ns of the study.