ABSTRACT
Getting the right price can build company value more than almost any other business action, yet buyer behavior with respect to different prices is still not well understood and the use of “rules of thumb” continues to dominate business practice (Cespedes et al. 2011). A study by McKinsey & Company suggests that around 90 percent of products are underpriced (Marn et al. 2003), and this has significant implications for business performance.
