Pricing ROI, pricing capabilities and firm performance

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.  




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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