Mindful pricing: transforming organizations through value-based pricing

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. 




This framework highlights how decisions about purchase prices by customers and price setting decisions by managers consistently violate rational choice principles.
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