Best in Brief: Finding the glass slipper
(MIT Sloan Management Review)
Shantanu Data
Mark Bergen
Daniel Levy
Mark Ritson
and
Mark Zbaracki
Pricing is the Cinderella of marketing. It has generally been seen as tactical rather than strategic, and considered much easier than creating the product in the first place. However, start tinkering with it in an ad hoc way and you end up with irrational prices and angry customers. Furthermore, setting the price for a radically new product in an untested market might lead to the squandering of opportunities. Pricing can be either a strategic capability or a...