ABSTRACT
Growth maximisation admits a long period element into pricing. This chapter argues that this is not sufficient since it uses a circumscribed view of radical uncertainty. Rather profit maximisation, which is short run, is compatible with a more general understanding of radical uncertainty rooted in the presence of time and not just its span. Excess capacity, rather than money, is at the heart of how firms tame radical uncertainty. This locates a Kaleckian perspective on firms as evolutionary and ecological. A distinction between synchronic and diachronic aspects of pricing relates pricing to the theory of the firm. In particular, a firm does not make all its strategic decisions synchronically.
