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we try not to underprice our books, while making sure they are still a good buy
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.
By the late 1980s, the company had lost significant market share and had to underprice its products to keep them viable.
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.
The fundamental problem is that for most people (that is, other than the genuinely poor or those facing catastrophic illness), especially the well-paid, medical services are underpriced .
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