Here's the slide deck from my keynote speech at the Confederation of Indian Industry's Market Leadership Summit.
Disclosing costs and margins seems admirably principled if risky, but is it more than virtue signaling or misguided activism that simply fizzles out?
Transparency refers to the availability of prices or the disclosure of costs or margins. Understanding these differences is essential to develop an eff…
This post provides a detailed & practical explanation of how to apply the value-based pricing method in a B2B setting.
The Value Pricing Framework provides managers & entrepreneurs with a comprehensive and versatile approach to approach pricing strategy.
Nothing is more authentic than a pricing strategy that is harmonious with the company's core values. This requires effort, gumption, & many hard choice…
Cost-based pricing has substantial pros and cons. To use it effectively, entrepreneurs & managers need a complete, balanced understanding of this prici…
Managers need to understand the unique, specific & predictable ways in which customers use prices in their journeys. The effectiveness of pricing actio…
Customer perceptions of the brand's pricing strategy have a significant impact on its value. The SALVE framework is a practical and actionable way to a…
Two case studies show how a too-low price produces an aura of mediocrity, sowing doubt & suspicion in the minds of potential clients & adopters.
The price has the ability to produce a range of specific effects on the customer. They are predictable, influential, and actionable.
Price thresholds drive what customers consider to be acceptable and preferred prices. Marketers can establish these thresholds to influence buyer behav…