Authors: Ed Heskins and Luke Smith

How should businesses respond to a crisis, such as the current global COVID-19 situation? In times of crisis, we often see consumer backlash against companies perceived to be employing price gouging in order to capitalize on crisis supply and demand changes. But when are dynamic pricing techniques and price increase actually price gouging? In this article, we explore price gouging and dynamic pricing strategies and how they affect consumers’ brand perception. Ed Heskins is a Senior Pricing Consultant at Pricing Solutions. Luke Smith is a Strategy Consulting Director at Iris. They can …Read More