American multinationals, when deciding pricing strategies for their culturally diverse foreign markets, usually have to debate whether to change or to keep the pricing strategy that they have been using at home. The recent move towards standardization in global markets has only raised the...

Purpose – The purpose of this paper is to examine how consumers evaluate identical price offers in retail versus e‐tail environments. Within that context, it seeks to examine the likelihood of shoppers to continue searching for a better price within the same channel and their intentions to...