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Debiasing Strategies in the Price Management Process

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  • Bergers, Dominic
  • Faßnacht, Martin

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.

Suggested Citation

  • Bergers, Dominic & Faßnacht, Martin, 2017. "Debiasing Strategies in the Price Management Process," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(6), pages 50-58.
    • Handle: RePEc:zbw:hsgmrs:275947
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    Cited by:

    1. Krämer, Andreas & Schmutz, Iris, 2020. "Mythos Value-Based-Pricing - Der Versuch einer (wertfreien) Einordnung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(2), pages 44-53.

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