Why the Company’s Core Values Matter & Should Influence Its 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 choices.

Most pricing decision makers tend to focus on one or more of the three basic pricing inputs – costs, customer value, and reference prices. Some go a step further and consider a fourth factor, the value proposition behind the company’s marketing strategy. As they should. There’s no question each of the factors is crucial to making effective pricing decis…