MIT Sloan Management Review Article on Why Pricing Decisions Need More Than Management Intuition

The past year has wreaked havoc on many industries. Companies have faced a range of issues related to customer strategy: sharp drops in demand, excess capacity, heightened price sensitivity, and aggressive pricing decisions by competitors. One important takeaway from the unprecedented impact of this crisis is that executives need to question many of their long-held beliefs about the best way to deal with rapidly changing customer needs.

About the Author

Daniel Deneffe is a strategy consultant and a professor of economics and strategy at Hult International Business School. He also teaches “Business Strategy in the Real World” at Harvard University’s Division of Continuing Education and can be reached at danieldeneffe@fas.harvard.edu.

Herman Vantrappen is the managing director of Akordeon, a strategic advisory firm based in Brussels. He can be reached at herman.vantrappen@akordeon.com. They are the authors of Fad-Free Strategy: Rigorous Methods to Help Executives Make Strategic Choices Confidently (Routledge, 2020).

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