Authors: Juan Andrés Tello and Roberto Segura

What at first may seem like an optimal pricing structure can look very different when taking into account a competitor’s reaction. In this article, the authors present a case study that analyzes the importance of considering competitors’ reactions when a price-leader is planning to optimize its portfolio pricing. Juan Andrés Tello is Senior Director Americas and Roberto Segura is an Analyst at SKIM, a research and customer insights agency with offices in Europe, the US, Latin America, and Asia. They can be reached via https://skimgroup.com.

The Pricing Advisor, August 2017

In most markets, brands …Read More

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