“Pricing is the moment of truth.” This phrase is especially valid for international pricing. As most markets reach saturation, communication technologies such as the Internet lead to more transparency, retail price maintenance disappears, and product life cycles become shorter, firms will find it increasingly difficult to establish and maintain price differences across markets. Given their power, pricing issues have attracted little research interest compared with other marketing tools. The author aims to shed more light on the process of industrial exporters’ international pricing practices. On the basis of a series of 45 qualitative interviews with seasoned international business executives from five different industries, the author describes common “best practices.” Along with insights gained from the available literature, these linkages are tied to a conceptual framework. As the information comes from experienced, internationally active firms from a European Union country, findings are indicative for other European Union countries.
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