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Raj Grewal

Pricing Power of New Products: A Study of New Prescription Drugs
Pricing is one of the most critical strategic decisions that play a vital role in determining the success of new products. In this study, authors seek to study the link between the launch prices and pricing power of the product – the product’s ability to command an increased price without losing customers to competitors.
Rajdeep Grewal is the Townsend Family Distinguished Professor of Marketing at UNC’s Kenan-Flagler Business School and the editor-in-chief of the Journal of Marketing Research