Pricing orientation, pricing capabilities, and firm performance

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.




Pricing is the most important driver of profits; surprisingly, it is also the area most executives overlook.
This research shows how to overcome common Pricing misconceptions.
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