Journal of Revenue and Pricing Management

, Volume 17, Issue 1, pp 3–10 | Cite as

Elevating the cost of doing nothing: an interview with Mark Shafer

  • Andreas HinterhuberEmail author
  • Evandro Pollono
  • Mark Shafer


This interview discusses the implementation of pricing and revenue management in a large, diversified company—Disney. The interview explores success factors to improve profitability by leveraging the role of analytics in the discipline of revenue management and pricing. The interview also illuminates the characteristics at the level of individual revenue and pricing managers that discriminate between high and average performers. The interview finally points towards the existence of biases in revenue management implementation and reminds that the inability to perceive the inevitable biases severely undermines the ability to improve profitability.


Pricing Pricing strategy Revenue management Implementation Analytics Psychological traits 


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Copyright information

© Macmillan Publishers Ltd., part of Springer Nature 2017

Authors and Affiliations

  • Andreas Hinterhuber
    • 1
    Email author
  • Evandro Pollono
    • 2
  • Mark Shafer
    • 3
  1. 1.Hinterhuber & PartnersInnsbruckAustria
  2. 2.Hinterhuber & PartnersTurinItaly
  3. 3.SVP Revenue and Profit ManagementThe Walt Disney CompanyOrlandoUSA

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