Publications
Publications
- July 1991 (Revised June 1992)
- HBS Case Collection
Retail Promotional Pricing: When Is a Sale Really a Sale? (A)
Abstract
Addresses the controversy that surrounds highly promotional retail pricing referred to as "high-low pricing" by the trade. High-low pricing involves setting prices at an initially high level for a brief period of time, then discounting off the so-called "regular" or "original" prices for the bulk of the selling season. Discusses recent accusations by state and local authorities that such pricing policies are deceptive and covers, in detail, a recent court case involving May D&F, a subsidiary of the May Companies in Colorado. Introduces the complexity of the retail promotional environment, and the problems associated with highly promotional pricing. Understanding consumer response to promotions is critical to the case analysis.
Keywords
Citation
Ortmeyer, Gwendolyn K. "Retail Promotional Pricing: When Is a Sale Really a Sale? (A)." Harvard Business School Case 591-111, July 1991. (Revised June 1992.)