The price question: What comes after the price war?

"Hello! Are you completely crazy now?" asks Bonsai-CEO Jens Krüger in his column on marktforschung.de. In view of the fact that pricing is a rational, almost unspectacular process from the market researcher's point of view, he considers the current discount battle not only irrational, but "un-fucking-believable nonsense". But how can it be done better?

By taking up the issues that are actually obvious to retailers and manufacturers, Krüger said: "You started out so beautifully in the crisis, doing everything right. You took responsibility. You made common cause - also among yourselves and with each other. You had great ideas - from masks at cost price to pop-up supermarkets for doctors and nurses in the country's hot spots. You presented the topics of social responsibility, sustainability, human and animal welfare in such a credible way. You even opened up topics such as CO2-neutral production and organic to the power of two that we sometimes rubbed our eyes in amazement and admiration.

And now? Why does the discount battle hurt and what comes next? Jens Krüger answers this prize question in his column on marktforschung.de.