Search results

The purpose of this paper is to present a new method and model for determining the optimal decision-making for the pricing strategy to the Fuji apple in Shaanxi of Chain which is representing fresh agricultural products under the e-commerce environment.

Considering the rapid development of information technology as well as internet that actually motivate the e-commerce, Fuji apple is a distinctive product in China’s Shaanxi; its sales channels have extended to online sales under the wave of e-commerce. Internet trading platforms make it possible to trade online in real time between suppliers and customers who live in different geographical areas. In this paper, the authors study how to price online to maximize the total revenue. The challenge is to optimally price two different qualities of apple. Based on the consumer surplus theory, the authors use the method that builds the function of the relationship between the proportion of consumers purchasing different qualities of products and price.

This paper presents a generalized model to determine the optimal pricing that maximizes the total revenue of a fruit grower over a finite planning horizon. The authors divided discount into two intervals and discussed the optimal discounting and pricing at both intervals. Then they determined the optimal pricing strategy for Fuji apple in Shaanxi of Chain under the e-commerce environment.

This paper makes up for the lack of existing studies of pricing under the e-commerce environment. A new method and approach to the traditional pricing strategy is established and applied to a management decision-making problem with Chinese characteristics in reality.

The purpose of this paper is to contextually theorise the different patterns of emerging multinational companies’ (EMNCs’) learning processes for innovation and the different influences of their technology-driven FDIs (TFDIs) on the processes.

A comparative case study method and process tracing technique are employed to investigate how and why firms’ learning processes for innovation took place, how and why the TFDIs emerged and influenced the firms’ learning processes in different ways.

The paper identifies two different patterns of learning process for innovation (Glider model vs Helicopter model) and two different roles of the case firms’ TFDIs (accelerator vs starter) in the different contexts of their learning processes. It is found that the capability building of the domestic wind energy industry has an important influence on the case of EMNCs’ learning processes and thus on the roles of their TFDIs.

The limitation of the paper lies in its small number of cases in a specific industry of a specific country. The two contextually identified learning models and roles of TFDIs may not be applied to other industries or other countries. Future research should investigate more cases in broader sectoral and geographic scope to test the models and also to identify new models.

For EMNCs, who wants to use the Helicopter model to rapidly gain production and innovation capability, cross-cultural management and integration management are crucial to practitioners. For emerging countries with ambitions to explore the global knowledge and technology pool, besides of the EMNC’s capability building, the capability building in the domestic industries should not be overlooked by policy makers.

The paper develops a dynamic and contextual analytical framework which helps to answer the important questions about how and under what context a TFDI emerges and influences firm’s learning process for innovation. It theorises the EMNCs’ learning process and TFDIs in the context of the development of the domestic industry. It strengthens the explanatory power of the learning-based view and adds new knowledge to the current FSA/CSA discourse in the international business literature.