Identifying factors that influence the price adaptation strategies in Indian Leather Industry: a structural model examination

In a context of globalization, the role of international pricing strategies has been increasingly recognized in the literature, but there is little research in the leather industry examining the factors that are important and play a role in determining the degree of adaptation of international pricing strategy. The main aim of this research paper is to evaluate the extent to which the Indian Leather manufacturing firm adapts the international marketing strategies (i.e. price, product, promotion, and distribution) depending on the characteristics of the foreign environment. The results further signposted that the degree to which these firms adapt their pricing strategy depends on the degree of standardization or adaptation of the remaining marketing-mix elements (product, promotion, and distribution).