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  • March–April 2020
  • Article
  • Harvard Business Review

Pricing Policies that Protect your Brand

By: Ayelet Israeli and Eugene F. Zelek Jr.
  • Format:Print
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Abstract

When customers seek out online deals, it seems like a win for everybody: Brands, retailers, dealers, and distributors sell more goods, and buyers get a bargain. What's not to like? Here's the problem: Lured by rock-bottom online prices, customers often end up dealing with disreputable digital resellers that mistreat them, which can erode brand equity and undermine authorized sellers. For brands selling in the United States and Canada, there is a potent countermeasure: crafting and enforcing pricing policies that discourage anyone from advertising or selling a firm's products at an unauthorized discount. This article lays out the four steps essential to designing and enforcing policies with teeth that stay on the right side of antitrust law.

Keywords

E-commerce; Price; Policy; Brands And Branding

Citation

Israeli, Ayelet, and Eugene F. Zelek Jr. "Pricing Policies that Protect your Brand." Harvard Business Review 98, no. 2 (March–April 2020): 76–83.
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About The Author

Ayelet Israeli

Marketing
→More Publications

More from the Authors

    • January 2021
    • Faculty Research

    Amazon Shopper Panel: Paying Customers for Their Data

    By: Eva Ascarza and Ayelet Israeli
    • 2020
    • Faculty Research

    REMOTE—A Framework for Teaching Online

    By: Ayelet Israeli
    • 2020
    • Faculty Research

    The Value of Descriptive Analytics: Evidence from Online Retailers

    By: Ron Berman and Ayelet Israeli
More from the Authors
  • Amazon Shopper Panel: Paying Customers for Their Data By: Eva Ascarza and Ayelet Israeli
  • REMOTE—A Framework for Teaching Online By: Ayelet Israeli
  • The Value of Descriptive Analytics: Evidence from Online Retailers By: Ron Berman and Ayelet Israeli
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