# Profs Anindya Ghose and Priya Raghubir discuss online retailers' pricing strategies

1 Faculty News September 5, 2014 ![OZY logo](/sites/default/files/styles/246w/public/assets/images/ozy192x144.jpg?itok=GNkYVaPM)>

Excerpt from [OZY](http://www.ozy.com/fast-forward/the-internet-is-changing-how-much-you-pay/33545.article) -- "'The old conjecture — through the ’90s — was that Internet shopping would make everybody more price-sensitive,' explains [Priya Raghubir](http://www.stern.nyu.edu/faculty/bio/priya-raghubir), chair of the marketing department at NYU Stern School of Business. Which should get you a better price. But there’s a 'more recent phenomenon' at play here, she says: The consumer might be worse off. ... Company priorities are shifting, too, says [Anindya Ghose](http://www.stern.nyu.edu/faculty/bio/anindya-ghose), a marketing and IT professor at Stern. They once channeled much of their strategy budgets to advertising and marketing. Now they’re redirecting some of those millions to pricing strategy, a 'historically underinvested sector,' with investments in technology, data and analysis that help companies reach that sweet spot where you’ll still buy their stuff but they’ll make the most money."

[Read more](http://www.ozy.com/fast-forward/the-internet-is-changing-how-much-you-pay/33545.article)