New Pricing Scheme Backfires

The Financial Times, 7 May 2012

Posted: 16 Aug 2012

See all articles by Marco Bertini

Marco Bertini

ESADE - Ramon Llull University

Nader T. T. Tavassoli

London Business School - Department of Marketing

Date Written: August 16, 2012

Abstract

Top triathletes were mishandled in a race entry payment scheme that also threatened the sport's commercial prospects.

Keywords: pricing, branding, sports marketing

Suggested Citation

Bertini, Marco and Tavassoli, Nader T. T., New Pricing Scheme Backfires (August 16, 2012). The Financial Times, 7 May 2012. Available at SSRN: https://ssrn.com/abstract=2130438

Marco Bertini (Contact Author)

ESADE - Ramon Llull University ( email )

Avinguda de la Torre Blanca, 59
Sant Cugat del Vall├Ęs, 08172
Spain

Nader T. T. Tavassoli

London Business School - Department of Marketing ( email )

Sussex Place
Regent's Park
London, NW1 4SA
United Kingdom

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