Pricing problems: Short-term gains, long-term losses

Pricing problems: Short-term gains, long-term losses

A new study from the Wharton School finds that managers are often shortsighted when making pricing decisions, sacrificing long-term profits by as much as 20% as a result. The study found marketing specialists to be overly fearful of setting a price for which they were uncertain about demand.

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Veröffentlicht in:Harvard business review 1994-03, Vol.72 (2), p.11
Format: Magazinearticle
Sprache:eng
Schlagworte:
Demand analysis
Management
Prices
Pricing policies
Profit
Profit maximization
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Zusammenfassung:A new study from the Wharton School finds that managers are often shortsighted when making pricing decisions, sacrificing long-term profits by as much as 20% as a result. The study found marketing specialists to be overly fearful of setting a price for which they were uncertain about demand.
ISSN:0017-8012