1 contingent pricing to reduce price risks 07 12 01 eyal biyalogorsky university of california davis graduate school management ca 95616 tel 530 752 9919 fax 2924 e mail eyalog ucdavis edu eitan gerstner 5506 egerstner the article has benefited from excellent comments participants marketing seminars at berkeley s haas business insead france and florida research retreat 2001 in particular help jinhong xie prasad naik 2 abstract using fixed prices a seller faces two types first set may be too low which means is leaving money on table second high driving away profitable customers if eventually lowers it late as could have already exited market this paper shows that sellers able
