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Influence of the introduction of a single currency on companies´ pricing strategies for the EMU zone: case studies of three global companies
2002 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Since the 1st of January 2002 the implementation of the Euro has become a reality for the consumers and companies in the EMU zone. Further, in the highly competitive European product market effective pricing is of great importance for firms and may be the key to success or failure. This study has been conducted by reviewing literature within the pricing, country determinant, and transparency areas. Different areas from the literature were selected to build a frame of reference that was the foundation for a qualitative research approach. Subsequently three case studies were conducted on global companies. The findings from this study shows that companies have created business opportunities and that a certain amount of differences in market structure factors among the EMU nations have the most significant influences on price differentials. Furthermore companies are taking measures to communicate the same pricing signals within the EMU zone.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, pricing, pricing strategies, EMU, Euro
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-48918ISRN: LTU-SHU-EX--02/161--SELocal ID: 656b6011-9812-4b4b-b317-78db66937d38OAI: diva2:1022263
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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