As previously protected and emerging markets continue to open up for international trade, export firms often have a difficult time developing marketing strategies, particularly pricing strategies. However, few studies focus on the pricing practices of export firms, which makes it difficult to understand whether the same pricing strategies apply across markets, particularly in emerging markets. Using a framework of price complexity, the authors examine and compare the cost variables that are factored into price (price complexity) by export firms in the United States and Korea. The authors also investigate and compare some important noncost factors that influence pricing decisions for exporters in both their domestic and international markets. The results show that firms from the United States, a developed market, tend to factor more cost variables into price than do firms from an emerging market such as Korea. On the basis of the results of the study, the authors discuss implications for exporters and future research directions.
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