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In a Wall Street Journal opinion piece, Kusum Ailawadi, the Charles Jordan 1911 TU’12 Professor of Marketing at the Tuck School of Business, and her colleague Paul Farris from the University of Virginia offer advice on the methods companies should use when raising prices.

“Companies should resist the urge to cut promotions or camouflage price increases, which often backfire,” they write. “Instead, they should focus on minimizing the pain for shoppers who are the most sensitive to price increase by targeting discounts at them and offering different versions of their product at different price levels.”

Read the full opinion piece, published 7/21/13 by The Wall Street Journal.