L'Impresa: Rivista Italiana di Management
Il pricing è la leva più importante per migliorare il risultato. Il value-based pricing è particolarmente indicato per tutte le aziende che non vogliono competere esclusivamente in base al prezzo più basso. In questo modo è possibile aumentare sia il profitto sia la soddisfazione dei clienti.
Erich Schmidt Verlag
Die wertorientierte Preisgestaltung ist ein wichtiger Hebel zur Gewinnsteigerung: Der Beitrag zeigt, wie Unternehmen durch Wertquantifizierung höhere Preise rechtfertigen und wertbasierte Preisstrategien umsetzen können.
Management Executive
Houden zeer veel ondernemingen nog steeds vast aan verouderde opvattingen en gedateerde rekenmodellen voor prijsbepaling van hun producten. Het zijn misvattingen (noem ze maar gerust mythes) die een regelrechte bedreiging vormen voor financiële resultaten.
Gestión HSM
Sepa cuál es el método que ha demostrado ser el más efectivo para fijar los precios, incrementar la rentabilidad y lograr un éxito sostenido.
Südtiroler Wirtschaftszeitung
Was macht ein Chief Pricing Officer? Warum sollten Unternehmen mit mehr als 15 Mio. € Umsatz und Hotelbetriebe ab etwa 100 Betten ihre Preisgestaltung mit einem Chief Pricing Officer optimieren? Dieser Beitrag hat die Antwort.
Journal of Revenue and Pricing Management
Review of the book "The Oxford handbook of pricing management", an edited volume about pricing that is a must-read for any pricing professional.
Südtiroler Wirtschaftszeitung
Änderungen im Preis haben einen stärkeren Einfluss auf das Unternehmensergebnis als Änderungen von Umsatz oder Kosten. Ein Interview zu gutem Preismanagement.
Harvard Deusto Business Review
Nuestra obra maestra: Sin embargo, prácticamente todas las organizaciones pueden mejorar el rendimiento de sus precios, siempre y cuando aborden esta cuestión de una manera estructurada. Porque fijar y obtener precios requiere disciplina, no suerte, y todas pueden mejorar sus capacidades al respecto.
Finance and Management Magazine
Frameworks for implementing value-based pricing via organizational change management. This article also presents an example of a quantified value proposition.
HSM Management
Cómo vencer las resistencias e implementar estrategias de determinación de precios basadas en el valor para el cliente.
Südtiroler Wirtschaftszeitung
Führende Unternehmen leiten ihre Preise nicht von Kosten oder von Konkurrenzpreisen ab, sondern vom Wert, den sie für ihre Kunden schaffen. Dieser Beitrag zeigt, was ein kundenwertorientiertes Preismanagement auszeichnet und wie es sich umsetzen lässt.
MIT Sloan Management Review
Our masterpiece: Price setting and price getting are the two fundamental elements to drive profits via pricing. Through the use of our disciplined approach to pricing - the Pricing Capability Grid - executives can assess and develop the pricing capabilities of their organization.
Südtiroler Wirtschaftszeitung
„Wie können wir trotz intensivem Wettbewerb höhere Preise realisieren?“, lautet die Frage, die sich Führungskräfte stellen. Die richtige Frage aber müsste vielmehr lauten: „Wie können wir durch Schaffung von zusätzlichem Kundenwert die Zahlungsbereitschaft des Kunden trotz Wettbewerbs erhöhen?“
Finance and Management Magazine
An introduction to the pricing capability grid: price setting versus price getting and examples of value-based pricing for new products.
Kundenorientierte Unternehmensführung, Gabler Verlag
Pricing hat einen dramatischen Einfluss auf den Unternehmenserfolg. Wir präsentieren ein Rahmenmodell zur Erarbeitung und Umsetzung von kundenwertoriertiertem Preismanagement.
Journal of Revenue and Pricing Management
The special issue "The Profit Impact of Pricing and Revenue Management" attempts to provide a preliminary answer to the question on how improvements in pricing improve firm performance.
Newsletter der Nürnberger Akademie für Absatzwirtschaft
Ein Gespräch zu Preismanagement, zur Auswirkung von Preisveränderungen, zur zweischneidigen Wirkung von Rabatten und zur organisatorischen Verankerung von kundenwertorientiertem Pricing.
Stanford University Press
The book "The Pricing Journey" by Stephan Liozu is one of the best books highlighting the organizational implementation of value-based pricing. The foreword discusses the difficulties of actually changing selling prices.
Managementkompass Preisstrategien, FAZ-Institut
Innovative und unternehmenswertsteigernde Pricing-Strategien orientieren sich in erster Linie am geschaffenen Kundennutzen und berücksichtigen erst in einem zweiten Schritt Wettbewerb und Kosten.
Journal of Revenue and Pricing Management
Implementation is the tricky part in the strategy process. The special issue "Implementing pricing strategies" examines how companies can successfully implement pricing and revenue management.
Newsletter der Nürnberger Akademie für Absatzwirtschaft
Eine Einführung in Preismanagement. Gutes Preismanagement bestimmt Preise nach Kundenwert und nicht nach Kosten oder Konkurrenzpreisen.
Journal of Revenue and Pricing Management
This conceptual paper focuses on the topic of premium pricing in B2C and B2B. It clarifies the differences between luxury and premium pricing and offers relevant examples.
Journal of Revenue and Pricing Management
Review of the 6th edition of the book "The strategy and tactics of pricing" - simply the best book on value-based pricing.
Journal of Revenue and Pricing Management
This interview discusses the implementation of pricing and revenue management in a large, diversified company—Disney. The cost of doing nothing is not zero, suggests Mark Shafer, SVP of Pricing and Revenue Management.
Industrial Marketing Management
The special issue "Behavioral and psychological aspects of B2B pricing" explores instances where decisions about prices, by managers and customers in B2B, violate basic principles of rational choice.
Journal of Business Research
The special issue "The micro-foundations of pricing" aims to explore how individual traits or individual activities influence pricing activities or performance at the organizational level.
Business Horizons
Pricing can make a strong contribution to company profits. This is frequently not the case: This article suggests that executives unconsciously believe in a series of assumptions about pricing - myths - that reduce profits.
Journal of Business Research
Our masterpiece: This study is the first to explore the relationship between value quantification capabilities and firm performance in industrial markets. The data suggest that value quantification capabilities
Journal of Revenue and Pricing Management
This article argues that value assessment and pricing capabilities provide the foundation for value creation and value appropriation in B2B markets. We provide complementary perspectives on this emerging topic.
Journal of Revenue and Pricing Management
Does an improvement in the ability to measure the returns from pricing (pricing ROI) lead to improved firm performance? In this study with 166 executives from B2B companies globally we find it does. This ability also leads to improved pricing capabilities.
Industrial Marketing Management
Our masterpiece: A comprehensive framework illustrates how decisions about purchase prices by customers and price setting decisions by managers consistently violate principles of rational choice. Understanding these biases allows managers to influence customer choice and to improve the effectiveness of their own pricing decisions.
Industrial Marketing Management
Our masterpiece: I present a comprehensive framework for pricing decisions which considers all relevant dimensions for profitable and sustainable pricing decisions. Main focus is, of course, value-based pricing.
Business Horizons
In an environment where most efforts are addressed toward product or business model innovation, innovation in pricing may be the most powerful, albeit the least explored, source of competitive advantage. Through an extensive research, we provide as many as 20 possible venues for innovation in pricing: Universal strategies that go beyond size, nationality, or industry of the firm.
Industrial Marketing Management
In a study of 358 CEOs from B2B firms globally we find that CEO championing of pricing increases pricing capabilities and firm performance. CEO engagement in pricing thus pays off.
Financial Times
Willingness to pay is not quality which is inherent in a product. Instead, willingness to pay is a fluid concept that creative marketers can and should influence. Asset values of differentiated products thus reflect subjective perceptions of value.
Financial Times
Contrary to a commonly held belief, market share, we argue, does not confer pricing power. Pricing power stems from the ability to create products or services that serve customers' latent needs.
Management Decision
Does value-based pricing increase profits? This paper is the first quantitative study documenting a positive relationship between value-based pricing and firm performance, suggesting that other pricing approaches, e.g. cost-and competition-based pricing, are detrimental to firm performance.
Velocity (Strategic Account Management Association)
Our research reveals some fundamental differences between companies practicing cost-based pricing and companies successfully practicing value-based pricing.
Management Decision
What are pricing capabilities? Can we measure them quantitatively? Based on a survey of 1812 CEOs, pricing managers and sales executives we develop a construct that allows to measure pricing capabilities. This construct, PRICECAP, covers all the three critical dimensions of pricing: customers, competition and the company itself. Pricing capabilities are directly linked to relative firm performance.
Journal of Business Strategy
In a study of 748 pricing and marketing managers we identify the four critical competencies that drive the effectiveness of pricing: pricing capabilities, organizational confidence, organizational change capacity and CEO championing. This is the first quantitative study documenting a link between confidence - an attitude - and firm performance - tangible results: a 1 point improvement in confidence improves return on sales by 4% on average.
The Build Network, Inc. Magazine
Summary of our MIT Sloan Management Review article. If you are unsure about the price getting capabilities of key personnel in sales and account management, make sure they take the test.
Journal of Business Strategy
Value-based pricing is the key driver of profitability. Yet, surprisingly, the vast majority of companies sets prices based on costs or competitors. Based on a survey of 126 managers worldwide we identify the main obstacles companies face in implementing value based pricing. We then offer clear-cut indications on how to overcome these obstacles.
Journal of Strategic Marketing
How do companies change from cost- to value-based pricing? We highlight the role of mindfulness, the process of actively noticing new things. Our empirical study suggests that value-based pricing is not simply adopted but internalized through a long and purposeful process supported by a mindful, experiential, and transformative learning environment.
Journal of Revenue and Pricing Management
While showing the strategic importance of pricing capabilities, this article provides insights on the challenges it takes to build them and in implementing value-based pricing.
Advances in Business Marketing and Purchasing
What is value in business markets? Value in B2B is multidimensional. We provide a framework for value assessment and value creation in industrial markets and link this framework to value-based pricing and value delivery in B2B.
Business Strategy Review
Value-based pricing is the overall best approach to pricing: It leads to superior profitability and it is aligned with customer needs; yet many obstacles need to be overcome. We sumarize these obstacles while offering compelling arguments for the implementation of value-based pricing.
Journal of Revenue and Pricing Management
This editorial introduces the importance of pricing as a strategic tool. Pricing is strategic if it is a source of differentiation and competitive advantage; furthermore, pricing is strategic if it becomes an integral element of a firm's overall strategy.
Journal of Business Strategy
How do firms that practice value-based pricing differ from firms using cost- or competition-based pricing? Interviews with 44 managers in 15 industrial firms reveal important differences.
Management Decision
How can executives increase firm performance via pricing? We survey 748 pricing and marketing managers globally on pricing. We find that generic organizational factors – namely center-led price management – as well as firm-specific capabilities – namely organizational confidence, championing behaviors by top management, organizational change capacity, and pricing capabilities – are key requirements to increase firm performance via pricing. Getting pricing right means, in our view, getting the 5C's of pricing right.
Journal of Revenue and Pricing Management
How do executives in industrial markets understand "value based pricing"? We interview managers in firms with a value-based, a cost-based and a competition-based pricing orientation and find that executives in the latter two companies typically fail to understand what value-based pricing is. A failure to fully understand value-based pricing may thus explain why cost-based and competition-based pricing are still the dominant pricing approaches.
Journal of Strategy and Management
Do industrial retailers value industrial brands? We conduct two studies with B2B retailers and find that industrial brands are at least as important as price and margins for B2B retailers as purchase factor. Industrial brands thus create value not only for industrial end-users, but also for industrial distributors.
Internationale Wettbewerbsstrategien, Springer Verlag
Does value-based pricing work in China as well? We discuss pricing approaches in China and illustrate how a large Chinese B2B company successfully implements value-based pricing.
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