What Is the Ideal Price of a Product?
How can you optimize the price of a product or service? Julián Villanueva, José Antonio Segarra and Iciar Ferrer outline the variables to keep in mind and explain how to tailor your pricing policy. For starters, remember that most buying decisions are far from rational, as they are influenced by certain psychological factors.
Content: Article | Authors: Iciar Ferrer, José Antonio Segarra, Julián Villanueva | Source: IESE Insight | Subject: Pricing
Financial Reporting Should Include Customer Equity
The basic financial statements – P&Ls and balance sheets – are not enough to help investors clearly understand a company’s capability to generate value. The paper “Customer Equity: An Integral Part of Financial Reporting” recommends that companies start reporting “forward-looking customer metrics” by providing the value of their customer base and how it changes over time. This is especially important for companies whose customers are … [ Read more ]
Content: Article | Authors: Bernd Skiera, Julián Villanueva, Thorstein Veblen | Source: IESE Insight | Subjects: Accounting, Finance
Boost Sales with e-WOM
The simple act of people communicating with each other is what ultimately grew high-risk startups like Hotmail, Skype and You Tube. Word of mouth is powerful and electronic word of mouth even more so because it’s fast, persistent and can be measured. In the paper “Electronic Word of Mouth: What Do We Know About This Powerful Marketing Tool?” Julián Villanueva and Guillermo Armelini of IESE … [ Read more ]
Content: Article | Authors: Guillermo Armelini, Julián Villanueva | Source: IESE Insight | Subject: Marketing / Sales