How should a firm price a new product for which little is known about demand? We propose a simple and practical pricing rule for new products where demand information is limited. The rule is simple: Set price as though the demand curve were linear. Our pricing rule can be used if three...

How should a firm price a new product for which little is known about demand? We propose a simple pricing rule: the firm only estimates the maximum price it can charge and still expect to sell at least some units, and then sets price as though the actual demand curve were linear. We show that if...

There is a lot we know about climate change, but there is also a lot we don't know. Even if we knew how much CO2 will be emitted over the coming decades, we wouldn't know how much temperatures will rise as a result. And even if we could predict the extent of warming that will occur, we can say...