1. An apparatus, comprising: a network interface; processing circuitry coupled with the network interface; a rate index module operable on the processing circuitry to generate a plurality of rate indices from historical rate information for one or more products, each of the rate indices associated with a different lead time and determine a rate index from the plurality of rate indices associated with an optimal lead time based on a maximum correlation between the rate index and a reputation index, the reputation index based on the historical reputation information for the one or more products; and a price determination module operable on the processing circuitry to generate a multiple linear regression model comprising one or more parameters using the rate index, the reputation index and one or more indicator values and determine a reputation impacted rate for a product with the multiple linear regression model based on the one or more parameters, a current reputation index associated with the product, a demand index associated with the product, and the one or more indicator values.