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| Author: | Baker, W. Marn, M. Zawada, C. |
| Title: | Price Smarter on the Net |
| Journal: | Harvard Business Review
2001 : FEB, VOL. 79:2, p. 122-127 |
| Index terms: | PRICING INTERNET OPTIMIZATION |
| Language: | eng |
| Abstract: | This paper considers pricing on the Internet. Companies generally have set prices on the Net in two ways. Many start-ups have offered low prices. Many incumbents have charged the same prices on-line as they do off-line. The authors state, that either way, companies are missing a big opportunity. The Net lets companies optimize prices in three ways. First, it lets them set and announce prices with greater precision. Second, because it's so easy to change prices on the Internet, companies can adjust prices in response to even small fluctuation in market conditions. Third, companies can use the clickstream data and purchase histories that it collects through the Internet to segment customers quickly. |
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