Business Intelligence Investigate

Wading Through A Deluge Of Recession Pricing Advice

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Executive Summary

Over the past year or so a lot of advice has come out from business thought leaders about recessionary pricing strategies. Consumers reaction to pricing in recessions is not generic across all of their purchases. For instance, if a Brand is in a category with relatively low product differentiation, price discounting could forever forfeit brand premium, while Brands in categories with higher product differentiation can actually leverage pricing without damaging longer term equity.

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