Pricing strategy

Companies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping...

I advise companies on their pricing strategies, and I’m surprised how often I hear the same flawed piece of conventional wisdom. Many executives and Wall Street analysts continue to think that a high profit margin signifies good pricing. It’s hard not to see that big differential between revenue and costs as a signal that you’ve […]

Just a few years after its 2005 opening, Georgia Aquarium faced a challenge common to all experience-based businesses: After an initial rush of traffic,...

To succeed in the world’s poorest markets, aim for much higher margins and prices than you thought were necessary—or possible.

The fastest and most effective way for a company to realize its maximum profit is to get its pricing right. The right price can boost profit faster than increasing volume will; the wrong price can shrink it just as quickly. Yet many otherwise tough-minded managers shy away from initiatives to improve price for fear that […]

The Internet is rendering fixed prices obsolete. Good riddance, says the CEO of Sun Microsystems.

When Ben Franklin wrote Poor Richard’s Almanac and the words, “A little neglect may breed great mischief,” he did not have price fixing in mind. To the 47 executives in companies in the folding-box industry convicted of price fixing, however, the words seem tailored to fit. In those companies convicted under antitrust laws in 1976, […]

Pricing strategies are running up against ethics.

Three hacks based on behavioral science.

Lessons from the head of McKinsey's negotiation practice.

This post is part of the HBR Insight Center Marketing That Works. Even as a kid growing up in Cincinnati, I was interested in pricing. I remember the...

Let the market rule instead.

Take into account the value of data.

Why fixed prices are inefficient.

What list price actually means.

Consumers associate steep prices with quality.

A study of 275,000 customers found that the option to pay in installments increased revenue — but was used most by financially constrained shoppers.

Alegre, a leading hotel group in Central and South America, is suffering under the troubled economy, and its newest property, the flagship Palma Cay in...

To compete with Cyber Monday, brick-and-mortars need to keep Friday special.

The stream of customers who visit Flanagan Theme Parks has started to dwindle. The fictional Australian company must decide, with the help of consultant...