Dynamic Pricing Doesn’t Have to Alienate Your Customers
Inflation-fatigued shoppers are witnessing prices fluctuate across categories with unprecedented scale and frequency — a trend often seen as yet another cunning commercial scheme. Is the extra profit companies see from dynamic pricing worth the risk of alienating customers? If done well, companies shouldn’t be making that trade-off — dynamic pricing.
Content: Article | Authors: Marco Bertini, Oded Koenigsberg | Source: Harvard Business Review | Subjects: Marketing / Sales, Pricing
Developing a Successful Pricing Strategy
Marco Bertini, Assistant Professor of Marketing, talks about developing a successful pricing strategy.
Content: Multimedia Content | Author: Marco Bertini | Source: London Business School | Subject: Pricing
The Effects of “Add-On” Features on Perceived Product Value
The research presented in this paper provides evidence that “add-on” features offered to enhance a core offering can be more than just optional benefits. We argue that consumers draw inferences based on the mere availability of an add-on and that these inferences lead to significant changes in the perceived utility of the product itself. We further argue that the enhancements supplied by add-ons can be … [ Read more ]
Content: Article | Authors: Dan Ariely, Elie Ofek, Marco Bertini | Source: London Business School | Subject: Marketing / Sales