Executives often suffer from pricing myopia. They don’t see the freedom they have to use pricing to enhance the performance of their businesses and even create competitive advantage. Because of their distorted or limited vision, they underestimate their power to manage pricing, mistakenly believe that their customers are paying the amounts stipulated by their pricing guidelines, passively accept the prevailing approaches to pricing in their industries, or neglect to consider how they could use pricing to change the competitive game.
Content: Article
Authors: George Stalk Jr., Peter Stanger, Peter Wetenhall, Philippe Morel
Source: Boston Consulting Group (BCG)
Subjects: Marketing / Sales, Pricing
Authors: George Stalk Jr., Peter Stanger, Peter Wetenhall, Philippe Morel
Source: Boston Consulting Group (BCG)
Subjects: Marketing / Sales, Pricing
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