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  • May 2010
  • Article
  • Harvard Business Review

How to Stop Customers from Fixating on Price

By: Marco Bertini and Luc Wathieu
  • Format:Print
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Citation

Bertini, Marco, and Luc Wathieu. "How to Stop Customers from Fixating on Price." Harvard Business Review 88, no. 5 (May 2010): 84–91.
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More from the Authors

    • June 2022 (Revised August 2022)
    • Faculty Research

    Dollar Tree: Breaking the Buck

    By: Jill Avery and Marco Bertini
    • March 2022
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    Carbon Footprinting and Pricing under Climate Concerns

    By: Marco Bertini, Stefan Buehler, Daniel Halbheer and Don Lehmann
    • October 2021 (Revised September 2022)
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    GoPro: Becoming a Subscription Hero

    By: Elie Ofek, Marco Bertini and Nicole Tempest Keller
More from the Authors
  • Dollar Tree: Breaking the Buck By: Jill Avery and Marco Bertini
  • Carbon Footprinting and Pricing under Climate Concerns By: Marco Bertini, Stefan Buehler, Daniel Halbheer and Don Lehmann
  • GoPro: Becoming a Subscription Hero By: Elie Ofek, Marco Bertini and Nicole Tempest Keller
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