Matt Johnson Q&A: How to Price High Tech in Bad Times
One of the lemming-like constants of business is that when times turn bad, many companies immediately figure that since they aren't making much anyway, they'll drop their prices. It sounds crazy when you state it so simply, but if you've been around for longer than a couple of business cycles, you've seen it. But experts in pricing strategy -- a topic poorly understood by many executives -- will tell you that you might be doing exactly the wrong thing. I recently spoke with such an expert: Matt Johnson, a managing partner with Simon Kucher & Partners, a marketing consultancy known for its work in pricing.
