Suri, Rajneesh; Anderson, Rolph E.; Kotlov, Vassili - In: European Journal of Marketing 38 (2004) 1/2, pp. 56-72
American multinationals, when deciding pricing strategies for their culturally diverse foreign markets, usually have to debate whether to change or to keep the pricing strategy that they have been using at home. The recent move towards standardization in global markets has only raised the...