;#Faculty News;# | HBS Working Knowledge | 26
Yes, You Can Raise Prices in a Downturn
Re: Frank V. Cespedes & Benson Shapiro
And that might work for a few companies—but very few. Instead, companies should compete "on the basis of initiatives for which their customers willingly pay higher prices," says Frank V. Cespedes, a senior lecturer at Harvard Business School, who spent 12 years running a professional services firm.