Shattering the myth of costless price changes

Mark Bergen, Mark Ritson, Shantanu Dutta, Daniel Levy, Mark Zbarachi

Research output: Contribution to journalArticlepeer-review

31 Scopus citations


Despite its centrality to the topic, very little attention has been paid to the topic of price changes. Indeed, for the most part, organisations operate under the myth of costless price changes. This article broadens the definition of the costs of changing price and then presents strategic recommendations for improving the way in which prices are changed within organisations.

Original languageEnglish
Pages (from-to)663-669
Number of pages7
JournalEuropean Management Journal
Issue number6
StatePublished - Dec 2003


  • Price changes
  • Pricing policies
  • Strategy


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