Author: Rafi Mohammed

The media has recently been scrutinizing “misleading retail reference prices,” or the practice of promoting prices as “sales” or “ discounts” when the list prices are actually inflated above suggested retail prices. In this article, the author explores common retail pricing strategies used and the potential ramifications of price misinformation. Rafi Mohammed is the founder of Culture of Profit LLC, and author of The 1% Windfall: How Successful Companies Use Profit to Profit and Grow. He can be reached at rafi@cultureofprofit.com. This article originally appeared on the Harvard Business Review web site at HBR.org.

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