Chapter 12
Ethics and the Law
Understanding the Constraints on Pricing
When making pricing decisions, the successful strategist must consider not only what is profitable but also what is lawful. Ethics also plays a role, as does public perception. Unfortunately, good advice is all too often unavailable or overly simplistic. Attorneys who do not specialize in antitrust law may be overly conservative. Indeed, benign changes in profitable, but seemingly questionable, pricing actions are frequently all that is necessary to make them legally defensible. On the other hand, product and sales managers eager to achieve quarterly objectives will sometimes fail to consider these constraints at all, resulting in costly condemnations ...
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