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Pricing your way out of a tight spot: how to boost demand without blowing the brand

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Pricing your way out of a tight spot: how to boost demand without blowing the brand

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Almost every corner of our economy is currently suffering. To turn things around, you may be tempted to “jump start” business by making bold pricing moves, which may in fact boost demand tomorrow but also destroy brand value, prompt price competition, and accelerate the process of commoditization in the market. Because this is not a pleasant trade-off, the session provides guidelines to ensure that the next pricing decisions of your organization provide much-needed relief without necessarily mortgaging the future.

This webinar will be carried out by Marco Bertini, associate professor in the marketing group at Esade. He is also co-founder of the school’s Institute for Data-Driven Decisions, and previously served as department chair. He completed his doctoral studies at Harvard Business School, and was on the faculty at London Business School before joining ESADE.

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