Prices have been at the center of human interaction ever since traders in ancient Mesopotamia began keeping records. Who doesn’t love to guess what something costs – or argue about what something ought to cost? So it should come as no surprise that companies spend a lot of time figuring out how to price their products and services. But two professors in Wharton’s marketing department Jagmohan S. Raju and Z. John Zhang say firms do not always go about pricing the right way despite the huge impact that pricing strategy can have on a company’s profits.

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