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The recession is no time for pricing as usual. In a cycle of collapsing demand, volatile sourcing costs, and increasingly intense competition, you need all hands on deck to protect prices. And because these conditions are likely to remain (to some extent) throughout the anticipated slow recovery, it is imperative that companies stay in crisis-alert mode well into the new normal. Most companies are uncertain about managing pricing as they come out of a downturn. Few plan for a recovery or pull the right pricing levers at the right time.
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