Also found in: Dictionary, Thesaurus, Medical, Legal, Idioms, Encyclopedia, Wikipedia.
The process of an issuer determining the appropriate price of a new issue. That is, the issuer prices when it figures out what coupon rate to promise for a bond or price at which to issue a stock. This can be complex because pricing too far in one direction means the issue will not sell while too far in the other direction raises the cost of funds too high.
The determination of the price at which stock will sell or the yield at which bonds will sell as new issues. If the price is set too high or the yield is set too low, the issue will not sell out. If the price is set too low or the yield is set too high, the issuer will pay more than necessary in dilution or interest to sell it.