Working Papers

Should You Adapt Your Pricing and Ratings Reaction to a Country’s Cultural and Socioeconomic Setting?

Raoul Kuebler, Koen Pauwels, Gokhan Yildirim, and Thomas Fandrich

Jan 19, 2016

Many firms tend to offer similar prices and marketing around the world. How do countries differ in the market’s response? This study analyzes the sensitivity of sales to price and user ratings across 60 developing and developed markets.

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