Most Firms Do Not Use Controversial Skimming or Penetration Strategies for Pricing New Products
CATONSVILLE, MD, March 20, 2015 – A new study in Marketing Science, a journal of the Institute for Operations Research and the Management Sciences (INFORMS), finds that most firms do not use the skimming or penetration strategies that deliberately overprice or underprice new products. Marketers had long assumed that firms adopted either one of these two strategies for pricing new products.