Pricing Strategy Implementation: Translating Pricing Strategy into Results

Andreas Hinterhuber · Stephan M. Liozu

xul. de 2019 · Routledge

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Pricing can truly transform organizations. The impact of pricing on organizations is a result of two factors: pricing strategy development and the implementation of these strategies. Implementation is arguably the most difficult part in the pricing strategy process where even seasoned practitioners demand guidance. Pricing strategy development requires creativity, analytical rigor, and an ability to master the internal political competition for scarce resources, but it takes place in a well-defined environment. Fast forward to strategy implementation: competitors that stubbornly fail to behave according to assumptions, new entrants, internal resistance, new opportunities, changing customer preferences, leadership changes, regulatory interventions, or market growth rates that change unexpectedly are some of the intervening variables between the pricing strategy originally developed and the strategy actually implemented. This book provides the theories and best practices that enable the effective implementation of pricing strategies. It offers:

• a best practice overview on how to convert a pricing strategy into superior results

• insights from current academic research on driving profits via pricing strategy implementation

• examples on how to deal with digital transformation in the context of pricing

• tools and insights into how to overcome internal resistance, align the organization, and forge win-win relationships with customers

Taking a new approach, Pricing Strategy Implementation is a critical and practical tool for practicing executives and managers, as well as academics and researchers in pricing, marketing strategy, and strategic management.

Acerca do autor

Andreas Hinterhuber is an Associate Professor at the Department of Management at Università Ca' Foscari Venezia, Italy, and has been a Partner of Hinterhuber & Partners, a consulting company specializing in pricing based in Innsbruck, Austria. He has published articles in leading journals including Journal of Business Research and MIT Sloan Management Review, and has edited many books on pricing, including Innovation in Pricing (2012), The ROI of Pricing (2014), Pricing and the Sales Force (2016), and Value First then Price (2017).

Stephan M. Liozu is Chief Value Officer of the Thales Group (www.thalesgroup.com); the Founder of Value Innoruption Advisors (www.valueinnoruption.com) – a consulting boutique specializing in value-based pricing, data monetization, and digital pricing – and he is an Adjunct Professor and Research Fellow at the Weatherhead School of Management at Case Western Reserve University, USA. Stephan sits on the Advisory Board of LeveragePoint Innovation and of the Professional Pricing Society. He is the author of multiple books about pricing, including Pricing and Human Capital (2015), and co-editor of Innovation in Pricing (2012), The ROI of Pricing (2014), and Pricing and the Sales Force (2015).