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Anpassung von Exportpreisen bei Wechselkursänderungen

  • Preisstrategien
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Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung Aims and scope Submit manuscript

Zusammenfassung

Der vorliegende Beitrag untersucht den Einfluss von Wechselkursänderungen auf Exportpreise. Dabei werden verschiedene Preisstrategien, nämlich das ‘pricing to market’, das ‘pass through’ und Gleichgewichtspreise, miteinander verglichen. Es werden zwei Typen von Preis-Absatzfunktionen diskutiert, einmal linear und einmal multiplikativ. Es zeigt sich, dass die Strategie der Preisführerschaft auf der Basis von Stackelberg-Preisen eine dominierende Strategie ist, die darüber hinaus zu einem einfachen Anpassungsverhalten der Preise an die Wechselkursänderungen führt. Diese Ergebnisse werden empirisch überprüft.

Summary

The article examines the impact of exchange rate changes on international pricing by comparing different pricing strategies such as the ‘pricing to market’, the ‘pass through’ and the ‘equilibrium pricing’ strategy. The article discusses two types of price-demand functions: the linear and the multiplicative price-demand function. As a result, the price leader strategy based on Stackelberg prices emerges as the dominant strategy, which moreover leads to an easy adaptation process of prices towards exchange rate changes. These results are proven empirically.

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Authors and Affiliations

  1. Lehrstuhl für BWL, insbesondere Marketing, Universität Leipzig, Marschnerstraße 31, 04109, Leipzig, Deutschland

    Helge Löbler

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  1. Helge Löbler
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Löbler, H. Anpassung von Exportpreisen bei Wechselkursänderungen. Schmalenbachs Z betriebswirtsch Forsch 58, 618–637 (2006). https://doi.org/10.1007/BF03371669

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  • DOI: https://doi.org/10.1007/BF03371669

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