Imagine that you are on the pricing team at Move. It is August, a big month for back to school sales, and Cali has just made a second price cut on school uniforms. You did not respond to the first price cut and then sent a message–by offering a temporary promotion on one product category important to Cali–that you would retaliate. What would be the worst next move your Move team could make?

 
 
 
 
 
 

That’s right. Enacting broad price retaliations would not be a wise next step. Instead, your team should make sure you’ve exhausted non-price moves and then take surgical price actions.