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Fusion for ProfitHow Marketing and Finance Can Work Together to Create Value$
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Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 26 October 2021

Pricing New Products: Strategies and Caveats

Pricing New Products: Strategies and Caveats

(p.93) 6 Pricing New Products: Strategies and Caveats
Fusion for Profit

Sharan Jagpal (Contributor Webpage)

Oxford University Press

This chapter shows how firms should price new products, especially under cost and demand uncertainty. It distinguishes between privately and publicly owned firms and show how the risk attitudes of the firm's owners affect new product prices; in addition, it evaluates the conditions under which the firm should announce or preannounce its new products in the marketplace.

Keywords:   break-even pricing, cost-plus pricing, financial leverage, ownership structure, product announcements, product preannouncements, sunk costs, utility functions, risk attitudes

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