Faculty News | Wall Street Journal | 24 May 2010
Raise Your Prices!
by Frank Cespedes & Benson P. Shapiro
By now, we're all aware of the slash-your-prices scenario many companies take as a given these days: Your customers demand more and have online access to product comparisons from multiple sellers; you face global competition from rivals that have labor-cost advantages; and the financial crisis has accelerated the commoditization of more and more markets.

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