Haschka, Rouven E.; Herwartz, Helmut - In: Journal of the Academy of Marketing Science 53 (2025) 5, pp. 1482-1505
Data-driven decision-making is increasingly prevalent but can clash with managerial beliefs, risking biased decisions. A prime example is pricing strategy optimization, where traditional methods for estimating price elasticities of demand often lead to counter-intuitive results due to model...