Pricing Strategy - Publications - Faculty & Research

1986
Working Paper

Price Competition with a Distribution of Switch Costs and Reservation Prices

By: Jerry R. Green and Suzanne Scotchmer

When there is a distribution of switch costs and of reservation prices for a good, and marginal cost of producing the good is zero, equilibrium in pure price strategies may (and sometimes must) exhibit price dispersion. Equilibrium may or may not exist, and there may... View Details

Citation

Read Now

22 Jul 2002
Research & Ideas

Is Performance-Based Pricing the Right Price for You?

Because pricing is such a difficult and complex arena, it has confounded sales and marketing executives and scholars for centuries. In no other marketing element is the two-sided conflict and cooperation nature of the buyer-seller... View Details

Keywords: by Benson Shapiro; Manufacturing

March 2020
Teaching Note

Evernote: Monetization Strategy & Evernote (B): Announcing a Pricing Plan Change

By: Robert J. Dolan

Teaching Note for HBS Nos. 519-034 and 519-036. View Details

Citation

Purchase

March 2019 (Revised July 2020)
Case

MoviePass: The 'Get Big Fast' Strategy

By: Benjamin C. Esty and Daniel W. Fisher

In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams from related businesses... View Details

Keywords: Market Entry; Growth Strategy; Profit Vs. Growth; Subscription Business; Cash Burn; Data Analytics; Get-big-fast; Buyer Power; Strategy Implementation; Movie Industry; Racing; Entrepreneurship; Market Entry and Exit; Growth and Development Strategy; Business Strategy; Value Creation; Disruption; Motion Pictures and Video Industry; United States

Citation

Educators

Purchase

August 2022 (Revised March 2023)
Case

Pricing at Netflix: The Sequel

By: Elie Ofek and Amy Klopfenstein

This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new, high-profile original content, added millions of subscribers, and introduced another price increase in January 2022.... View Details

Keywords: Marketing; Advertising; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Internet and the Web; Customers; Customer Satisfaction; Entertainment and Recreation Industry; Advertising Industry; North and Central America; United States

Citation

Educators

Purchase

July 2016
Article

Do Prices Determine Vertical Integration?

By: Laura Alfaro, Paola Conconi, Harald Fadinger and Andrew F. Newman

What is the relationship between product prices and vertical integration? While the literature has focused on how integration affects prices, this paper provides evidence that prices can affect integration. Many theories in organizational economics and industrial... View Details

Keywords: Price; Vertical Integration; Product

Citation

Read Now

19 Nov 2018
Working Paper Summaries

Lazy Prices

Keywords: by Lauren Cohen, Christopher J. Malloy, and Quoc Nguyen; Financial Services

January 2021 (Revised June 2021)
Case

Hester Pharmaceuticals (A): A Pricing Dilemma

By: Dante Roscini and John Masko

In August 2019, the leadership of Hester Pharmaceuticals (Hester) had a problem. Italy promised to be a key market for their new breakthrough oncology drug Akrozumab, but for almost two years, its single-payer healthcare system had been unable to agree with Hester on a... View Details

Keywords: Macroeconomics; Trade; Price; Global Range; Global Strategy; Globalized Markets and Industries; Health Care and Treatment; Patents; Monopoly; Negotiation; Business and Government Relations; Risk and Uncertainty; Human Needs; Business Strategy; Commercialization; Pharmaceutical Industry; Italy

Citation

Educators

Purchase

September 2020 (Revised June 2023)
Exercise

Artea: Designing Targeting Strategies

By: Eva Ascarza and Ayelet Israeli

This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details

Citation

Purchase

January 2016 (Revised April 2017)
Case

The Galaxy Dividend Income Growth Fund's Option Investment Strategies

By: W. Carl Kester

This case is designed to provide an elementary introduction to options and option pricing for beginning finance students. Analysis of the case requires students to compare the prices of put and call options with various exercise prices and maturity dates on two... View Details

Keywords: Options; Option Contract; Option Pricing; Derivatives; Mutual Funds; Call Options; Put Options; Stock Options; Risk and Uncertainty; Volatility; Financial Services Industry; United States

Citation

Educators

Purchase

April 1998
Article

Strategic Transfer Pricing

By: S. Datar and M. G. Alles

Keywords: Strategy; Price

Citation

Find at Harvard

November 2019
Case

Gillette: Cutting Prices to Regain Share

By: Benjamin C. Esty and Daniel Fisher

After losing market share to low-priced competitors such as Harry’s and Dollar Shave Club for several years, Gillette decided to fight back by launching new products and increasing advertising. When these efforts failed to stem the losses, Gillette decided to cut the... View Details

Keywords: Marketing Strategy; Product Positioning; Business Strategy; Competition; Price; Public Equity; Retail Industry; Consumer Products Industry; United States

Citation

Educators

Purchase

30 May 2018
Research & Ideas

Should Retailers Match Their Own Prices Online and in Stores?

to lose money if they grant price discounts in-store to inquiring customers—although some will do so to appease an angry customer or through a sense of fairness. In some cases, however, self-matching is the best View Details

Keywords: by Dina Gerdeman; Retail

Research Summary

Energy Strategy

By: Forest L. Reinhardt

Forest L. Reinhardt is writing cases and other materials on the strategic problems and opportunitites faced by firms in the energy industry. Significant economies of scale and scope, combined with rapid technological change, present firms in the industry with a... View Details

July 2012 (Revised July 2015)
Case

Nalli Silk Sarees (A)

By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram

Nalli Silk Sarees Private Limited was a family owned and operated business that retailed Indian ethnic wear. This 83-year-old company had enjoyed impressive growth with a $95 million turnover, a 22-store retail footprint, and had outdone its competitors by being the... View Details

Keywords: Pricing Strategy; Price; Strategy; Family Business; Growth and Development; Brands and Branding; Growth and Development Strategy; Expansion; Competitive Strategy; Apparel and Accessories Industry; India

Citation

Educators

Purchase

2008
Simulation

Pricing Simulation: Universal Car Rental

By: John T. Gourville

This web-based simulation presents an engaging context in which students develop their knowledge of pricing by managing a rental car operation (Universal) in Florida and improve regional performance by developing a pricing strategy. The simulation involves three... View Details

Keywords: Competition; Consumer Behavior; Price; Profit; Renting or Rental; Auto Industry; Service Industry; Miami; Orlando; Tampa

Citation

March 1982 (Revised April 1982)
Case

Hertz Corp.: Guaranteed Pricing

The Hertz Corp., a $1.3 billion subsidiary of RCA, has instituted a "no mileage charge, ever" price program in response to competitive pressures. Pro forma revenue and profit projections, however, show the firm to be even further away from its corporate plan than... View Details

Keywords: Competition; Corporate Strategy; Product Marketing; Transportation Industry; Service Industry

Citation

Find at Harvard

17 Jan 2024
HBS Case

Psychological Pricing Tactics to Fight the Inflation Blues

businesses today will need to lean hard on psychological pricing strategies to convince customers to overcome their reluctance to spend, according to recent research by Elie Ofek, the Malcolm P. McNair... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Retail

July 2005
Article

Price Improvement in Dealership Markets

By: Matthew Rhodes-Kropf

Price improvement refers to the practice whereby dealers order executions that improve on quoted prices. Why are these improvements given? Standard thinking is that competition causes dealers to give better prices to customers with less information. This paper... View Details