“In many companies, pricing is an area where the level of sophistication does not match the importance of the topic,” says Marco Bertini, Associate Professor and Head of the marketing department at ESADE.
Research reveals that there are top performers within each industry, confirming that some companies – facing similar competitive pressures and environmental challenges – are more profitable and growing significantly faster than their competitors, writes Dr. Manu Carricano from EADA Business School.
Many companies have a significant opportunity to differentiate themselves from competitors by learning how to create, quantify, communicate and capture customer value by implementing customer value-based pricing strategies.
Pricing is the one managerial action that has the most direct impact on a firm’s success. Despite its vital role in firm profitability, sustainability and survival, pricing has not been considered an executive management task.