Pricing Strategies – Comparative Analysis of Non-Exporting Enterprises and of Intense Exporters Based on the Example of Polish SMEs

• Authors: Adam Oleksiuk

Title variants

PL

Strategie cenowe – analiza porównawcza nieeksportujących przedsiębiorstw i intensywnych eksporterów na przykładzie polskich MŚP

Abstracts

PL

Celem badawczym artykułu jest zweryfikowanie różnic w zakresie strategii cenowych wdrażanych wśród przedsiębiorstw nieeksportujących i intensywnych eksporterów na przykładzie polskich MŚP. Prezentowane badanie przeprowadzone w okresie maj–czerwiec 2019 r. na reprezentatywnej próbie polskich MŚP utworzonych po 2004 r.: nieeksportujących oraz eksporterów o min. 25% udziale eksportu w całości sprzedaży. Zastosowana metoda badawcza to wywiad przy wykorzystaniu ankiet w internecie (CAWI) oraz wspomagane wywiady telefoniczne (CATI). Łączna liczebność próby to 240 przedsiębiorstw, wylosowanych z bazy danych liczącej 2969 polskich firm. W artykule podkreślono, że między firmami intensywnymi eksportami i firmami nieeksportującymi istnieją różnice w stosowaniu strategii cenowej. Intensywni eksporterzy częściej prowadzą zróżnicowaną politykę cenową. Nie zaobserwowano istotnego związku między strategią cenową a strategią jakościową, zarówno wśród nieeksportujących przedsiębiorstw, jak i intensywnych eksporterów.

EN

The research aim of the paper is to verify the differences with regard to the pricing strategies being implemented among non-exporting enterprises and intense exporters based on the example of Polish SMEs. The study presented was conducted between May – June 2019 on a representative sample of Polish SMEs created after 2004: non-exporters and exp orters with a min. 25% share of exports in the total sales. The research method applied is computer assisted web interviewing (CAWI) and computer assisted telephone interviewing (CATI). The total count of the sample is 240 businesses, randomly selected from a database which contains 2969 Polish companies. The study emphasizes that between exporting companies and non-exporting companies, there are differences in the pricing strategy application. Exporting enterprises more frequently have a differentiated pricing policy. No significant connection between the pricing strategy and the quality strategy was observed, both among non-exporting enterprises and intense exporters.

Keywords

EN

pricing policy; pricing strategies; Polish SMEs; non-exporting enterprises; intense exporters

PL

polityka cenowa; strategie cenowe; polskie MŚP; nieeksportujące przedsiębiorstwa; intensywni eksporterzy

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Studia i Materiały
• Year: 2021
• Issue: 1(34)
• Pages: 5-17

Dates

published

2021

Contributors

author

Adam Oleksiuk

• Collegium of World Economy, Warsaw School of Economics, Warsaw, Poland

• https://orcid.org/0000000317968125

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Identifiers

DOI

10.7172/1733-9758.2021.34.1

Biblioteka Nauki

19944786