Price wars have broken out in consumer industries around the world. Retailers such as ALDI and Walmart have used price to position themselves against traditional competitors in their markets, pinching margins all around. Financial asset managers have been out-price-cutting one another in exchange-traded funds in a bid to gain market share. Major U.S. telecommunications carriers now compete fiercely on price as they try to win new customers.
"How Customers Perceive a Price Is as Important as the Price Itself" is from hbr.org, published on January 3, 2017.