underprice
/ʌndəˈprʌɪs
/verb [with object]
1Sell or offer at too low a price: water shares were underpriced...
- By the late 1980s, the company had lost significant market share and had to underprice its products to keep them viable.
- Some say insurers had underpriced their policies to build market share and then, in 2002, raised rates in hopes of recouping their losses.
- Many companies deliberately underpriced policies to boost market share.
1.1Sell or offer something at a lower price than (the competition): Wal-Mart has underpriced its traditional competitors...
- Firms with poor prospects are reluctant to underprice because they are not likely to have the opportunity to make this up on a second offering of equity.
- I hadn't studied my competition and I didn't know what they were charging, so I underpriced.
- Well, from a competitive strategy standpoint, the reader is absolutely correct; the pharma companies will not underprice themselves in the Canadian market if it threatens their US profits.
