Shattering the Myth of Costless Price Changes

Mark Bergen (1) , Shantanu Dutta (2) , Daniel Levy (3) , Mark Ritson , Mark Zbaracki

1 Carlson School of Management
2 FBE, Marshall School of Business
3 Bar-Ilan University [Israël]

Despite its centrality to the topic, very little attention has been paid to the topic of price changes. Indeed, for the most part, organisations operate under the myth of costless price changes. This article broadens the definition of the costs of changing price and then presents strategic recommendations for improving the way in which prices are changed within organisations.

Mots clés: Pricing; price setting; price adjustment; cost of price adjustment; price change management; investment in pricing processes; supply chains; customer costs of price adjustment

Domaines: Sciences de l'Homme et Société; Economies et finances

Mark Bergen, Shantanu Dutta, Daniel Levy, Mark Ritson, Mark Zbaracki. Shattering the Myth of Costless Price Changes. European Management Journal, 2003, 21 (6), pp.663-669. ⟨10.1016/j.emj.2003.09.018⟩. ⟨hal-02386514⟩