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And as that quote from a professor at a Business School shows, this is what Maker’s Mark should have done. Product differentiate so as to price discriminate. You get the extra money from those willing to pay more and still keep the revenues from the price sensitive. As most large corporates do but as all too many family run companies do not.
The last paragraph is non-sense, I am sure just as many corporations make poor decisions about product pricing / marketing as family owned businesses. There is no business model that is complete without some type of problems.
Common sense is admitting there is cause and effect and that you can exert some control over what you understand.