PRICING OF В2В COMPANIES IN A PANDEMIC

Abstract

The article aims to provide guidance on the pricing of B2B companies in the economic crisis caused by the COVID-19 pandemic. To achieve this goal, the article seeks to answer the following questions: How does the current crisis differ from previous economic crises? How will the COVID-19 pandemic affect business? Is it right for B2B companies to lower prices in times of crises? What does it mean to observe price discipline in times of a crisis? What other marketing and sales techniques can companies use to revive sales? To answer these as well as other questions, the article presents the results from empirical research conducted by reputable consulting companies for pricing of B2B companies, examples of good pricing practices of Bulgarian and foreign companies for successful recovery from previous crises and guidelines for recovery of a business after the end of the COVID-19 crisis.