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Pricing Beyond the 'Homo Oeconomicus': Expensive Mistakes and Profitable Opportunities in Pricing Research
Price optimisation is the most efficient lever to maximize profits but all classical price research tools fail to deliver optimal results as they still assume consumers to behave like a "Homo Oeconomicus".
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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