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- All HBS Web
(5,019)
- People (2)
- News (872)
- Research (3,663)
- Events (33)
- Multimedia (42)
- Faculty Publications (2,558)
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- July 2020 (Revised November 2020)
- Case
Pricing at Netflix
By: Elie Ofek, Marco Bertini, Oded Koenigsberg and Amy Klopfenstein
Since its launch in 1998 as “the Amazon.com of DVDs,” Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product... View Details
Keywords: Pricing; Marketing; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Price; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Information Technology; Internet and the Web; Digital Platforms; Customers; Customer Satisfaction; Customer Value and Value Chain; Entertainment and Recreation Industry; North and Central America; United States
Ofek, Elie, Marco Bertini, Oded Koenigsberg, and Amy Klopfenstein. "Pricing at Netflix." Harvard Business School Case 521-004, July 2020. (Revised November 2020.)
- June 2012
- Article
Pricing to Create Shared Value
By: Marco Bertini and John T. Gourville
Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that... View Details
Keywords: Pricing; Marketing Strategy; Price; Customer Focus and Relationships; Customer Relationship Management; Value Creation; Fairness
Bertini, Marco, and John T. Gourville. "Pricing to Create Shared Value." Harvard Business Review 90, no. 6 (June 2012): 96–104.
- August 2022
- Supplement
Zalora: Data-Driven Pricing Recommendations
By: Ayelet Israeli
This exercise can be used in conjunction with the main case "Zalora: Data-Driven Pricing" to facilitate class discussion without requiring data analysis from the students. Instead, the exercise presents reports that were created by the data science team to answer the... View Details
Keywords: Pricing; Pricing Algorithms; Dynamic Pricing; Ecommerce; Pricing Strategy; Pricing And Revenue Management; Apparel; Singapore; Startup; Demand Estimation; Data Analysis; Data Analytics; Exercise; Price; Internet and the Web; Apparel and Accessories Industry; Retail Industry; Fashion Industry; Singapore
Israeli, Ayelet. "Zalora: Data-Driven Pricing Recommendations." Harvard Business School Supplement 523-032, August 2022.
- May 2023
- Article
Competition in Pricing Algorithms
By: Zach Y. Brown and Alexander J. MacKay
We document new facts about pricing technology using high-frequency data, and we examine the implications for competition. Some online retailers employ technology that allows for more frequent price changes and automated responses to price changes by rivals. Motivated... View Details
Keywords: Pricing Algorithms; Pricing Frequency; Commitment; Online Competition; Price; Information Technology; Competition
Brown, Zach Y., and Alexander J. MacKay. "Competition in Pricing Algorithms." American Economic Journal: Microeconomics 15, no. 2 (May 2023): 109–156.
- July 7, 2022
- Other Article
Are Online Prices Higher Because of Pricing Algorithms?
By: Zach Y. Brown and Alexander J. MacKay
This article reviews recent work examining pricing strategies of major online retailers and the potential effects of pricing algorithms. We describe how pricing algorithms can lead to higher prices in a number of ways, even if some characteristics of these algorithms... View Details
Keywords: Pricing Algorithms; Online Marketplace; Digital Strategy; Internet and the Web; Retail Industry
Brown, Zach Y., and Alexander J. MacKay. "Are Online Prices Higher Because of Pricing Algorithms?" Brookings Series: The Economics and Regulation of Artificial Intelligence and Emerging Technologies (July 7, 2022).
- January–February 2020
- Article
Consumer Reactions to Drip Pricing
By: Shelle Santana, Steven Dallas and Vicki Morwitz
This research examines how drip pricing—a strategy whereby a firm advertises only part of a product’s price upfront and then reveals additional mandatory or optional fees/surcharges as the consumer proceeds through the buying process—affects consumer choice and... View Details
Keywords: Drip Pricing; Pricing; Consumer Protection; Hidden Fees; Price; Consumer Behavior; Perception
Santana, Shelle, Steven Dallas, and Vicki Morwitz. "Consumer Reactions to Drip Pricing." Marketing Science 39, no. 1 (January–February 2020): 188–210.
- March 2021
- Article
Targeted Price Controls on Supermarket Products
By: Alberto Cavallo and Diego Aparicio
We study the impact of targeted price controls for supermarket products in Argentina from 2007 to 2015. Using web scraping, we collected daily prices for controlled and non-controlled goods and measured the differential effects on inflation, product availability, and... View Details
Keywords: Prices; Controls; Price Dispersion; Economics; Price; Cost Management; Goods and Commodities; Retail Industry; Argentina
Cavallo, Alberto, and Diego Aparicio. "Targeted Price Controls on Supermarket Products." Review of Economics and Statistics 103, no. 1 (March 2021): 60–71.
- May 2015
- Case
Pricing in a Digital World (2015)
By: John Gourville
Dynamic pricing, especially as practiced by Uber and Lift, seems to be all the rage. In this case, we look at five interesting applications of dynamic price and price customization, each made possible by advances in digital technology. These range from the online... View Details
- Spring 2016
- Article
The Billion Prices Project: Using Online Prices for Inflation Measurement and Research
By: Alberto Cavallo and Roberto Rigobon
New data-gathering techniques, often referred to as “Big Data” have the potential to improve statistics and empirical research in economics. In this paper we describe our work with online data at the Billion Prices Project at MIT and discuss key lessons for both... View Details
Keywords: Billion Prices Project; Online Scraped Data; Online Price Index; Economics; Research; Price; Analytics and Data Science
Cavallo, Alberto, and Roberto Rigobon. "The Billion Prices Project: Using Online Prices for Inflation Measurement and Research." Journal of Economic Perspectives 30, no. 2 (Spring 2016): 151–178.
- October 2020 (Revised May 2023)
- Exercise
SenseAim Technologies: Pricing to Win
By: Elie Ofek, Eyal Biyalogorsky, Marco Bertini and Oded Koenigsberg
This exercise serves to help students understand the proper role and use of costs in a firm’s pricing decisions. The exercise is designed such that the learning of students evolves across a classroom session, starting from understanding which costs are relevant when... View Details
Ofek, Elie, Eyal Biyalogorsky, Marco Bertini, and Oded Koenigsberg. "SenseAim Technologies: Pricing to Win." Harvard Business School Exercise 521-049, October 2020. (Revised May 2023.)
- August 2022
- Exercise
Joy4Home Brands: Pricing Matters
By: Elie Ofek, Oded Koenigsberg and Marco Bertini
Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While... View Details
Keywords: DTC; Pricing Decisions; B2B; Product Marketing; Product Launch; Marketing Strategy; Business Model; Opportunities; Consumer Products Industry
Ofek, Elie, Oded Koenigsberg, and Marco Bertini. "Joy4Home Brands: Pricing Matters." Harvard Business School Exercise 523-709, August 2022.
- Article
Repairing the Damage: The Effect of Price Knowledge and Gender on Auto-Repair Price Quotes
By: Meghan Busse, Ayelet Israeli and Florian Zettelmeyer
In this paper we investigate whether sellers treat consumers differently on the basis of how well informed consumers appear to be. We implement a large-scale field experiment in which callers request price quotes from automotive repair shops. We show that sellers alter... View Details
Keywords: Pricing; Price Discrimination; Automobiles; Field Experiment; Information; Fairness; Price; Knowledge Use and Leverage; Internet and the Web; Gender; Service Industry; Auto Industry
Busse, Meghan, Ayelet Israeli, and Florian Zettelmeyer. "Repairing the Damage: The Effect of Price Knowledge and Gender on Auto-Repair Price Quotes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 75–95.
- June 2018
- Case
American Airlines' Value Pricing (Abridged)
By: Alvin J. Silk and Sunil Gupta
This is an abridged version of the 1992 case where American Airlines (AA) launched "Value Pricing" in an attempt to simplify the pricing structure of the airline industry. AA expected that this plan would benefit not only consumers, but also AA and the entire airline... View Details
Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry
Silk, Alvin J., and Sunil Gupta. "American Airlines' Value Pricing (Abridged)." Harvard Business School Case 519-019, June 2018.
- 2019
- Article
More Amazon Effects: Online Competition and Pricing Behaviors
By: Alberto Cavallo
I study how online competition, with its shrinking margins, algorithmic pricing technologies, and the transparency of the web, can change the pricing behavior of large retailers in the U.S. and affect aggregate inflation dynamics. In particular, I show that in the past... View Details
Keywords: Amazon; Online Prices; Inflation; Uniform Pricing; Price Stickiness; Monetary Economics; Economics; Macroeconomics; Inflation and Deflation; System Shocks; United States
Cavallo, Alberto. "More Amazon Effects: Online Competition and Pricing Behaviors." Jackson Hole Economic Symposium Conference Proceedings (Federal Reserve Bank of Kansas City) (2019).
- October 2017
- Case
Pricing PatientPing
By: Frank V. Cespedes, Julia Kelley and Amram Migdal
In 2017, Jay Desai, the CEO of Boston-based health care technology company PatientPing, had to consider a number of interrelated pricing challenges. Founded in late 2013, PatientPing sold a software platform that allowed health care providers to receive real-time... View Details
Keywords: Pricing; Health Tech; Health Technology; Marketing; Sales Process; Sales Strategy; Price; Sales; Marketing Strategy; Health Care and Treatment; Health Industry; Technology Industry; Boston; North America; Massachusetts; United States
Cespedes, Frank V., Julia Kelley, and Amram Migdal. "Pricing PatientPing." Harvard Business School Case 818-017, October 2017.
- March 2018
- Article
Scraped Data and Sticky Prices
By: Alberto Cavallo
I use daily prices collected from online retailers in five countries to study the impact of measurement bias on three common price stickiness statistics. Relative to previous results, I find that online prices have longer durations, with fewer price changes close to... View Details
Keywords: Online Data; Scraped Data; Sticky Prices; Scanner Data; Consumer Price Index; Price; Data and Data Sets
Cavallo, Alberto. "Scraped Data and Sticky Prices." Review of Economics and Statistics 100, no. 1 (March 2018): 105–119.
- October 2018
- Case
Zalora: Data-Driven Pricing
By: Sunil Gupta, Pavel Kireyev and Srinivas Reddy
Gupta, Sunil, Pavel Kireyev, and Srinivas Reddy. "Zalora: Data-Driven Pricing." Harvard Business School Case 519-021, October 2018.
- October 2021 (Revised May 2023)
- Case
Project Maji: Pricing Water in Sub-Saharan Africa
By: Elie Ofek, Marco Bertini, Dilyana Karadzhova Botha and Esel Çekin
In July 2021, Sunil Lalvani, founder and CEO of Project Maji, a non-profit social enterprise headquartered in Dubai that had already provided sustainable, clean water solutions to 80,000 people living in rural communities across Ghana and Kenya, was facing an important... View Details
Keywords: Water; Pricing; Nonprofit Organizations; Projects; Price; Decision Making; Social Enterprise; Growth and Development Strategy; Equity; Green Technology; Social and Collaborative Networks; Africa; Dubai
Ofek, Elie, Marco Bertini, Dilyana Karadzhova Botha, and Esel Çekin. "Project Maji: Pricing Water in Sub-Saharan Africa." Harvard Business School Case 522-043, October 2021. (Revised May 2023.)
- March 31, 2022
- Article
Two Approaches to Capping Health Care Prices
By: Michael E. Chernew, Maximilian J. Pany and Leemore S. Dafny
High health care prices for the privately-insured contribute to high premiums, which put downward pressure on wages, and induce employers to reduce benefit generosity and charge employees more for coverage. As the average annual premium for family coverage currently... View Details
Chernew, Michael E., Maximilian J. Pany, and Leemore S. Dafny. "Two Approaches to Capping Health Care Prices." Health Affairs Forefront (March 31, 2022).
- July–August 2023
- Article
Demand Learning and Pricing for Varying Assortments
By: Kris Ferreira and Emily Mower
Problem Definition: We consider the problem of demand learning and pricing for retailers who offer assortments of substitutable products that change frequently, e.g., due to limited inventory, perishable or time-sensitive products, or the retailer’s desire to... View Details
Keywords: Experiments; Pricing And Revenue Management; Retailing; Demand Estimation; Pricing Algorithm; Marketing; Price; Demand and Consumers; Mathematical Methods
Ferreira, Kris, and Emily Mower. "Demand Learning and Pricing for Varying Assortments." Manufacturing & Service Operations Management 25, no. 4 (July–August 2023): 1227–1244. (Finalist, Practice-Based Research Competition, MSOM (2021) and Finalist, Revenue Management & Pricing Section Practice Award, INFORMS (2019).)