4 mins watch

Buy Now Pay Later: Smart Strategy or Risky Retail Move

BNPL is booming but is it a win for everyone? This video unpacks the strategy behind the trend and who really benefits.

Pranav Jindal

Associate Professor of Marketing and the Research Director of the ISB Institute of Data Science (IIDS). His expertise lies in pricing, price negotiations, salesforce management, sales compensation, and behavioural economics. He is a leading expert in conjoint analysis, best known for his work on structural conjoint methods.

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Video Summary

Buy Now Pay Later is more than a payment option. It is changing how brands compete, how consumers spend, and how pricing strategies evolve. This video explores new research that models the competitive impact of BNPL and what it signals in a crowded market. With real data and unexpected outcomes, it challenges the idea that BNPL is always a win. Whether you are a brand or a buyer, the strategy behind BNPL might surprise you. Watch to see what most businesses miss.

Authored by ISB Editorial

Disclaimer: This video features research and insights developed at the Indian School of Business. While interpretations are those of the researchers, the content reflects ISB’s commitment to rigorous, impactful scholarship. The material is intended to inform, provoke thought, and support informed decision-making. It does not constitute professional advice or institutional endorsement of specific outcomes.