Author: Slobodan Farago

In a non-tendered market brand premium will protect prices and brand owners. However, tendering opens the market to all parties, including the competitors with a low-cost position and weak branding. The switching curve, as the author explains in this article, presents a method to assess the incumbents’ and the challenger’s position, quantify the impact of a challenge, and derive the appropriate pricing measure in response. Slobodan Farago is in the Pricing and Sales Excellence group, MDS Division at BD. He can be reached at Slobodan.Farago@bd.com.

The Journal of Professional Pricing, March 2019

In many mature markets, very …Read More

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