Amir Youngmee, What Do You Think About Price Increases?

Felix: I think many executives are way too careful with price increases. We fear these small reductions in volume, he says. And particularly brands that have brand power start to realize the trade-off isn't quite what we thought it was. Felix: It's a sign of the times when companies feel pressure to raise prices because of cost pressures they're experiencing. But you want to be careful about how you push it and you can never neglect volume growth either.