This thesis is motivated by the impacts of contemporary political and economic issues such as microeconomic reform and regulatory control on the Australian wheat industry. Firstly, the suggestion of whether the AWB (International) Ltd commands market power and secondly, that the objectives of the AWB Ltd have changed since semi-privatisation of the Australian Wheat Board under the Wheat Marketing Act, 1989. The AWB (International) Ltd’s ability to price discriminate is a key component to the retention of the single desk regulatory arrangement for the export of Australian wheat. Due to data restrictions the market power of the AWB (International) Ltd has not been determined within this thesis. To complement this traditional approach, a more novel proposal is developed to determine the effect of microeconomic reform on the Australian wheat industry. Conceptualising the change of the AWB Ltd’s objectives as a shift from revenue maximization to profit maximization, this study examines the impact of such a change on the pricing policies of a multi- market price-setting firm. More specifically, this study investigates, for two hypothetical objective functions, a risk averse firm’s price-setting behaviour in an “overseas” and a “domestic” market, given differing costs of supply, uncertain demand functions and differing price elasticities of demand in each market. The aim is to generate empirically testable hypotheses relating to the impact of a change of objectives on pricing behaviour.