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Prepare Your Company for Global Pricing
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This is an MIT Sloan Management Review article. As adapting to globalization becomes increasingly necessary, business customers are pressuring suppliers to accept global pricing contracts (GPCs). However, before signing a contract, suppliers should do due diligence. Purchasers may promise a supplier access to international markets, guaranteed production volumes, and improved economies of scale and scope--but too often they fail to deliver. According the authors, suppliers must fully understand the customer's global strategy and the business conditions in its respective markets. They also need a firm grasp of their own strategy and local practices. Which GPCs would be suitable and which would be detrimental? Using data collected from interviews with global account managers in diverse industries on four continents, the authors help suppliers navigate the uneven terrain. By exploring why customers want GPCs, under what circumstances the contracts are likely to profit suppliers, and how to implement contracts successfully, the authors identify preparation as the key to success. The more information suppliers can gather (for example, about variances in their own pricing in different markets, the cost to serve the customer, exchange rates, and local regulations), the better their negotiating position.