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Strategic pricing across the product’s sales cycle: a conceptualization

Journal: Innovative marketing (Vol.13, No. 3)

Publication Date:

Authors : ;

Page : 6-16

Keywords : new product; penetration pricing; product life cycle; skim pricing; strategic pricing;

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Establishing the initial price for a new product is one of the most important decisions a firm will make. Implementing and adjusting this price over the sales cycle of the new product are crucial decisions for both its short- and long-term success. A modification of the product life cycle (PLC) concept is presented to reflect one of the many alternative price-setting strategies available to the company. After justifying and illustrating the modified PLC pricing strategy, applications and limitations are presented and discussed.

Last modified: 2018-03-20 20:30:18