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Perceived Risk in Pricing Strategies by Nandra Hary Wiguna is a document available to read on EtoBox.
What is Perceived Risk in Pricing Strategies about?
This article examines how managers assess perceived risk associated with uncontrollable environmental factors when developing pricing strategies. The study finds that managers tend to choose pricing strategies that minimize personal risk, particularly when external factors dominate, which can lead to decisions that may not align with corporate interests. The research highlights the importance of framing decision-making contexts to align personal risk exposure with organizational goals.
- Author
- Nandra Hary Wiguna
- Language
- EN