ABSTRACT
This chapter discusses leasing as an important device of international marketing and leasing marketing research. Leasing marketing research is the systematic gathering, recording, and analysing of data about leasing marketing problems, and it facilitates leasing decision making. Leasing as an international marketing strategy is likely to represent an increasing proportion of the income from export activities to industrial firms. The role of leasing marketing research is equally important in both domestic and international leasing. Leasing marketing research is the systematic gathering, recording, and analysing of data about leasing marketing problems. In a world of increasing competition, government regulations, and widely fluctuating exchange rates, international leasing marketers must spend increasing amounts of time to design pricing policy and plan pricing strategy. The agency cost advantage of a leasing contract over a sale contract results from the producer firm's comparative advantage in holding claim to the residual value of the asset.
