Debiasing Strategies in the Price Management Process

Dominic Bergers and Martin Faßnacht

Marketing Review St.Gallen, 2017, vol. 34, issue 6, 50-58

Abstract: Pricing executives are prone to a number of biases that can partly explain the theory-practice gap in price management. Decision makers can successfully counteract such irrationalities with so-called debiasing strategies. This article provides an overview of the most relevant approaches and analyzes the extent to which these are already applied in the price management practice.

Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:275947

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