当企业面临原材料价格上涨时,一些企业通常会提高其最终产品的售价(比如汽油),而少部分企业却保持价格不变(比如炸薯片)。而在哈佛商学院的JohnGourville教授和得克萨斯州JonathanKoehler教授看来,其实对许多产品而言,以上两种方法都不是最好的解决方案,最聪明的办法也许是减小产品的大 When companies face rising raw material prices, some companies typically raise the prices of their final products (such as gasoline), while a few retain the same price (such as potato chips). In the view of Professor John Gourville of Harvard Business School and Professor Jonathan Koehler of Texas, in fact, for many products, neither of the above two methods is the best solution and the smartest way may be to reduce the product size