Pricing - Publications - Faculty & Research - Harvard Business School

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2021
Case

NiPay's Pricing Conundrum

By: Marco Bertini and Oded Koenigsberg

NiPay is a software provider competing in the Nigerian business-to-business payments market. Founded by Idaku Ibrahim nearly 20 years ago, NiPay sells two products to retailers and other merchants, which enable individual shoppers to transact either online or via a... View Details

Keywords: Payment Systems; B2B; Pricing; Software; Marketing Strategy; Nigeria

July 2024 (Revised July 2024)
Case

Dynamic Pricing at Wendy’s: Where’s the Beef?

By: Elie Ofek, Alicia Dadlani and Martha Hostetter

In early 2024, Wendy’s new CEO announced on an earnings call that the company would install digital menus in its US locations so it could begin testing dynamic pricing—changing prices up or down in response to shifts in supply and demand – as well as allow engaging in... View Details

Keywords: Dynamic Pricing; Marketing Strategy; Price; Technology Adoption; Consumer Behavior; AI and Machine Learning; Customer Focus and Relationships; Policy; Food and Beverage Industry

October 2021 (Revised June 2022)
Case

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli

PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details

Article

Online and Official Price Indexes: Measuring Argentina's Inflation

By: Alberto Cavallo

Prices collected from online retailers can be used to construct daily price indexes that complement official statistics. This paper studies their ability to match official inflation estimates in five Latin American countries, with a focus on Argentina, where official... View Details

Keywords: Inflation; Online Price Index; Economics; Macroeconomics; Inflation and Deflation; Price; Latin America; Argentina

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November 2016 (Revised April 2017)
Case

Basecamp: Pricing

By: Frank Cespedes and Robb Fitzsimmons

A data analyst at Basecamp is evaluating the results of pricing research and its potential implications for the venture’s latest version of its project management software product. View Details

Keywords: Pricing; Entrepreneurial Management; Data Analysis; Marketing; Customer Acquisition; Customer Retention; Value Proposition; Sales Management; Product Management; Market Research; Life Time Value; Testing; Entrepreneurship; Analytics and Data Science; Customers; Value; Sales; Product Marketing; United States

October 2021 (Revised March 2022)
Supplement

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli and Fabrizio Fantini

PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details

2013
Tool

Harvard Business Review's Go to Market Tools: Pricing for Profit

By: Thomas Steenburgh and Jill Avery

What price is right? Figuring out the best price for your product or service can be nerve-wracking. Your new product launch or marketing campaign's success—perhaps even your career advancement—may hinge on the price you choose. So how do you select a price that's... View Details

Keywords: Quantitative Analysis; Tools; Pricing; Profitability Analysis; Pricing Strategy; Marketing Strategy; Marketing

8 Jun 2015
Talk

How Prices Really Affect Consumers

By: Shelle Santana

Keywords: Behavioral Pricing; Price; Consumer Behavior

2024
Working Paper

Adjusting Prices in the Long-tail: The Role of Competitive Monitoring

By: Ayelet Israeli and Eric Anderson

Most e-commerce retailers offer a long-tail of very low demand products. Individually, these items may have low sales but collectively they are critical to the overall e-commerce business model. Because of their minimal sales, pricing is a constant challenge. The... View Details

Keywords: Algorithmic Pricing; Ecommerce; Price Monitoring; Price; Competition; Retail Industry

January 2019
Teaching Note

Pricing PatientPing

By: Frank V. Cespedes

Teaching Note for HBS No. 818-017. PatientPing sells a software platform that allows health care providers to receive real-time notifications (“pings”) when one of their patients is admitted to or discharged from a health-care facility. The platform facilitates... View Details

Keywords: Pricing; Health Tech; Health Technology; Sales Process; Sales Strategy; Price; Sales; Marketing Strategy; Health Care and Treatment; Health Industry; Technology Industry; United States; Massachusetts

May 2018
Article

Using Online Prices for Measuring Real Consumption Across Countries

By: Alberto Cavallo, Erwin Diewert, Robert C. Feenstra, Robert Inklaar and Marcel P. Timmer

We show that online prices can be used to construct quarterly purchasing power parities (PPPs) with a closely matched set of goods and identical methodologies in a variety of developed and developing countries. Our results are close to those reported by the... View Details

Keywords: Purchasing Power Parity; International Economy; Online Prices; Billion Prices Project; Economics; Macroeconomics; Price; Internet and the Web; Spending; Economy; Global Range; Measurement and Metrics

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2015
Working Paper

Match Your Own Price? Self-Matching as a Retailer's Multichannel Pricing Strategy

By: Pavel Kireyev, Vineet Kumar and Elie Ofek

Multichannel retailing has created several new strategic choices for firms. With respect to pricing, an important decision is whether to offer a "self-matching policy." Self-matching allows a multichannel retailer to offer the lowest of its online and in-store prices... View Details

Keywords: Price Self-matching; Multichannel Retailing; Pricing Strategy; Marketing Strategy; Price; Distribution Channels; Supply and Industry; Retail Industry

Winter 2021
Article

Mobile Internet Usage and Usage-based Pricing

By: Jeffrey Prince and Shane Greenstein

Using data on mobile Internet usage of thousands of individuals, we provide some of the first analyses linking mobile usage to key demographics such as income. We find a reverse-U relationship between mobile Internet usage and income—notably different than the... View Details

Keywords: Mobile Internet Usage; Pricing Strategy; Internet and the Web; Mobile and Wireless Technology; Demographics; Income; Price; Strategy

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May 2021
Teaching Note

American Airlines' Value Pricing (Abridged)

By: Sunil Gupta and Alvin J. Silk

Teaching Note for HBS Case No. 519-019. View Details

Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry

Article

The Pitfalls of Pricing Algorithms: Be Mindful of How They Can Hurt Your Brand

By: Marco Bertini and Oded Koenigsberg

More and more companies are relying on pricing algorithms to maximize profits. The use of artificial intelligence and machine learning enables real-time price adjustments based on supply and demand, competitors’ activities, delivery schedules, and so forth. But... View Details

Keywords: Algorithmic Pricing; Dynamic Pricing; Price; Change; Information Technology; Brands and Branding; Perception; Consumer Behavior

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2015
Government Testimony

Price Coherence in Online Platforms — Impact and Responses

By: Benjamin Edelman and Julian Wright

We examine the role of price coherence in shaping market structure and offer policy recommendations to advance both efficiency and equity. View Details

Keywords: Price Coherence; Price Parity; MFN; Distribution Channels; Market Design; Travel Industry; Financial Services Industry

January 2015
Article

X-CAPM: An Extrapolative Capital Asset Pricing Model

By: Nicholas Barberis, Robin Greenwood, Lawrence Jin and Andrei Shleifer

Survey evidence suggests that many investors form beliefs about future stock market returns by extrapolating past returns. Such beliefs are hard to reconcile with existing models of the aggregate stock market. We study a consumption-based asset pricing model in which... View Details

Keywords: Capital Asset Pricing; Returns; Investing; Asset Pricing; Investment Return

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Article

Motivated Inferences of Price and Quality in Healthcare Decisions

By: Emily Prinsloo, Kate Barasz and Peter A. Ubel

Policy makers have increasingly advocated for healthcare price transparency, whereby prices are made salient before services are rendered. While such policies may empower consumers, they also bring price to the forefront of healthcare choices as never before, with yet... View Details

Keywords: Healthcare; Price Transparency; Health Care and Treatment; Price; Quality; Perception; Consumer Behavior; Decisions; Insurance

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Article

Are Online and Offline Prices Similar? Evidence from Large Multi-Channel Retailers

By: Alberto Cavallo

Online prices are increasingly used for measurement and research applications, yet little is known about their relation to prices in physical stores, where most retail transactions occur. I conduct the first large-scale comparison of prices simultaneously collected... View Details

Keywords: Online Prices; Offline Prices; Multi-channel Retailers; Price; Internet and the Web; Measurement and Metrics; Retail Industry

September 2022 (Revised November 2022)
Teaching Note

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli

Teaching Note for HBS Case No. 522-046. View Details

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