Abstract

https://ssrn.com/abstract=1594096
 


 



How to Stop Customers from Fixating on Price


Marco Bertini


ESADE Business School

Luc Wathieu


Georgetown University McDonough School of Business


Harvard Business Review, Vol. 88, No. 5, 2010

Abstract:     
In mature markets, heavy competition has a commoditizing effect, and customers become increasingly fixated on price. When marketers refer to “commoditization,” they typically mean diminishing differences among offerings. But it’s also a psychological state: Consumers fall into a mind-set that makes them less receptive to innovation or marketing campaigns. Paradoxically, one of the most important levers managers can use to revive consumer interest is price. The authors describe four pricing moves that can call attention to how an offering is different - and why it deserves to fetch a premium.

Keywords: pricing, product differentiation, marketing strategy, consumer behavior, commoditization, price competition


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Date posted: April 23, 2010  

Suggested Citation

Bertini, Marco and Wathieu, Luc, How to Stop Customers from Fixating on Price. Harvard Business Review, Vol. 88, No. 5, 2010. Available at SSRN: https://ssrn.com/abstract=1594096

Contact Information

Marco Bertini (Contact Author)
ESADE Business School ( email )
Avinguda de la Torre Blanca, 59
Sant Cugat del Vallès, 08172
Spain
Luc Wathieu
Georgetown University McDonough School of Business ( email )
3700 O Street, NW
Washington, DC 20057
United States

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