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Optimal pricing of a conspicuous product during a recession that freezes capital markets

Author

Listed:
  • Caulkins, J.P.
  • Feichtinger, G.
  • Grass, D.
  • Hartl, R.F.
  • Kort, P.M.
  • Seidl, A.

Abstract

This paper considers the problem of how to price a conspicuous product when the economy is in a recession that disrupts capital markets. A conspicuous product in this context is a luxury good for which demand is increasing in brand image. Brand image here means the ability of a consumer to impress observers by conspicuously displaying consumption of the good. Brand image is built up when the good is priced high enough to make it exclusive, and eroded if the good is discounted. Recession is modeled as having two effects: it reduces demand and it freezes capital markets so borrowing is not possible. In pricing the conspicuous product the firm faces the following trade-off. Reducing price helps maintain sales volume and cash flow in the face of reduced demand, but it also damages brand image and thus long-term demand. The paper analyzes the firm's pricing policy facing scenarios of mild, intermediate and severe recessions, while taking the threat of bankruptcy into account. For an intermediate recession the optimal solution is history-dependent. The results have implications for policy interventions in capital markets and for timing of mergers and acquisitions.

Suggested Citation

  • Caulkins, J.P. & Feichtinger, G. & Grass, D. & Hartl, R.F. & Kort, P.M. & Seidl, A., 2011. "Optimal pricing of a conspicuous product during a recession that freezes capital markets," Journal of Economic Dynamics and Control, Elsevier, vol. 35(1), pages 163-174, January.
  • Handle: RePEc:eee:dyncon:v:35:y:2011:i:1:p:163-174
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    References listed on IDEAS

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    Cited by:

    1. Caulkins, Jonathan P. & Feichtinger, Gustav & Grass, Dieter & Hartl, Richard F. & Kort, Peter M. & Seidl, Andrea, 2015. "Capital stock management during a recession that freezes credit markets," Journal of Economic Behavior & Organization, Elsevier, vol. 116(C), pages 1-14.
    2. Caulkins, Jonathan P. & Feichtinger, Gustav & Grass, Dieter & Hartl, Richard F. & Kort, Peter M. & Seidl, Andrea, 2017. "Interaction of pricing, advertising and experience quality: A dynamic analysis," European Journal of Operational Research, Elsevier, vol. 256(3), pages 877-885.

    More about this item

    Keywords

    Pricing Recession Conspicuous product Optimal control Skiba point;

    JEL classification:

    • C61 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Optimization Techniques; Programming Models; Dynamic Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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