Case study second thoughts about a strategy shift

• Autores: Elie Ofek, Jill Avery, Shari Rudolph, Victor Santos Martins Gomes, Nazmus Saadat, Alvin Tsui, Yashodhara Shroff
• Localización: Harvard business review, ISSN 0017-8012, Vol. 92, Nº 12, 2014
• Idioma: inglés
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• Resumen

  • The article presents a fictional case study that involves a retailer considering a new pricing model. Topics discussed include marketing to the young generation, the challenges of reinventing an enterprise and how customers view the retailer as offering less value than its competitors. Comments from business experts on topics including no-discount strategy and the effect of pricing experiment on customers are included