Innovation in Pricing – Contemporary theories and best practices, Routledge, 2012, von Andreas Hinterhuber & Stephan Liozu

Innovation in Pricing – Contemporary Theories and Best Practices


Pricing has a substantial and immediate impact on profitability. Most companies, however, still use costs or competition as a main basis for setting prices. Product or business model innovation has a high priority for many companies, whereas innovation in pricing has received scant attention. This book examines how innovation in pricing drives profits.




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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