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Selling at a loss: stupid? Not always!

Selling at a loss can often be perceived as a foolish business decision, but there are times when it can be a smart strategic move. This course will explore the concept of selling at a loss, examining when and why it can be beneficial for a business. Students will learn how to analyze different business situations to determine whether selling at a loss is the right choice and develop strategies for implementing it effectively. Through case studies and real-world examples, students will gain a solid understanding of the potential risks and benefits of this strategy and be equipped with the knowledge and skills to make informed decisions about when to sell at a loss.


24. November 2023: 1 pm – 3 pm (CET)



Target Groups

Every interested person from cities, regions and politics, science, industry, start-up scene, students and university employees.




2 h


Register here until 24. November 2023

Participation fee

Free of charge


VIVES University of Applied Sciences


Stephan Weemaes

Contact person


Every economics course begins with the foundational assumption that entrepreneurs primarily seek to maximize profits. Consequently, at an initial glance, the concept of selling at a loss may appear counterintuitive. However, it’s essential to recognize that there exist various scenarios in which selling at a loss can be a strategically sound decision. In this session, we will identify these circumstances and gain a deeper insight into the rationale behind the strategic viability of selling at a loss.

Stephan Weemaes is a seasoned lecturer with 15 years of experience in the field of economics, and a passionate advocate for strategic entrepreneurship. He currently holds a dual role as a lecturer and researcher at VIVES University of Applied Sciences, where his expertise extends to the study of board effectiveness and strategic governance within organizations.

Get in touch today to learn more

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