Price Angst - Simon Kucher

Research Paper

Price Angst: An Economic Essay in Ten Lessons

The consequences of “Price Angst” are disastrous. Price increases may be implemented too late, applied to wrong products, set disproportionately, or completely missed. As a result, “healthy” price levels can be contaminated, diminishing the value of products and services and eroding consumers’ willingness to pay. “Price Angst” leads to the destruction of value, declining margins, and a loss of profits.

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