Abstract
Are high prices or low prices better for the profit and the survival of a company? You should avoid becoming one of the fools in the Russian proverb: neither the one whose prices are too high nor the one whose prices are too low. Both fools sacrifice profit unnecessarily. The question remains, though: Where is a company’s optimal price position? A company must make a conscious decision about price positioning. In fact, whether a company selects a high-price or low-price positioning is one of its most fundamental strategic decisions. Often the founders of the company make that call. For many reasons—as we will see throughout this chapter—a company’s chances of changing course later on are limited.
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Ibidem.
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Ididem.
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Simon, H. (2015). Price Positioning: High or Low. In: Confessions of the Pricing Man. Copernicus, Cham. https://doi.org/10.1007/978-3-319-20400-0_4
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DOI: https://doi.org/10.1007/978-3-319-20400-0_4
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