OnDemand WTP Pricing Research

POLL RESULTS: What was the best Pricing Strategy in the News Case Study of 2013?


  • JCPenny was clearly the most compelling Pricing Strategy Case Study in the News for 2013.
  • The ongoing Uber surge pricing story was a distant second with half the votes of JCPenny.
  • Netflix was third with Amazon and Apple rounding out the top five.

The poll stirred up some great observations and lessons learned, worth your time to review. Thanks to all who participated in the Poll and for the great comments.

Top Comments

Mark Burton

Vice President, Pricing Expert, Author, Holden Advisors

A lot of good choices. I picked JCPenny because it is such a strong illustration of how customers that are trained on discounts are difficult to impossible to move back to a more disciplined pricing program. It also highlights how important it is for pricers to understand how the principles of behavioral economics impact customer price perceptions and purchasing behaviors when formulating pricing strategy.

Stefan Michel

IMD Professor of Marketing and Service Management

JCP gets my vote too. It is the perfect case of how to link customer insights, organizational learning, internal alignment and pricing.

Matt Burnett

Pricing Analyst at B&Q

Uber is interesting for me. An unorthodox service with a premium, dynamic pricing strategy. Yet many people appear to believe that it should be within their purchasing power. Perhaps it’s wishful thinking, perhaps it’s a case of comparing an Uber ride with a standard taxi, thus causing a price perception/ value gap. Who knows. Interesting though.

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