Author: Rob Docters

Don’t see an immediate need for defensive pricing? Demand is good, and competitors are behaving reasonably? But what if the economy should experience a material downturn? This article describes the pricing logic and capabilities which can protect a business and its pricing from competitor attack. Rob Docters has been Lecturer in Management at Yale School of Management, teaching pricing. Before that, he led BCG’s Asia/Pacific pricing practice, based in Singapore. He has also been a Senior Partner at Ernst & Young Canada. He is now Partner Emeritus at Abbey Road Associates, and can be reached …Read More

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