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What is Loss Leader Strategy

Chapter 89
Encyclopedia of Business Analytics and Optimization
A business strategy in which a business offers a product or service at a price that is not profitable for the sake of offering another product/service at a greater profit or to attract new customers. This is a common practice when a business first enters a market; a loss leader introduces new customers to a service or product in the hope of building a customer base and securing future recurring revenue.
Published in Chapter:
Freshness Management in the Retail Business
Hisashi Kurata (University of Tsukuba, Japan) and Seong-Hyun Nam (University of North Dakota, USA)
Copyright: © 2014 |Pages: 18
DOI: 10.4018/978-1-4666-5202-6.ch089
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