Date
2002
Dewey
Economie financière
Sujet
Euro; Marketing; Fixation des prix
JEL code
M31; E40; E31
Journal issue
Décisions Marketing
Number
25
Publication date
2002
Article pages
7-16
Publisher
EMS - Editions Management et Sociétés
Type
Article accepté pour publication ou publié
Abstract (EN)
The arrival in France of the euro in 2002, and the withdrawal of the franc, have been anticipated within many companies in all operational areas (payroll, billing and accounting for example). As far as price policy is concerned, the company must determine, beyond the compulsory legal conversion, the prices that will be set in euros, taking into account the consequences in terms of both unitary margin and demand. This article is dealing only with price policy, and puts forward the most important questions, these relate to the effects of the euro and categories of method that could be used to clarify choices, along with the limited number of early results that have been published.