Author: Dr. Robert Van Cleef, D.B.A.

Special pricing challenges emerge in markets marked by disruption for both incumbents and the new disruptive entrant. When faced with a disruptive threat, incumbents can perceive a no-win situation. For the disruptive new entrant, there are also critical problems to solve. The goal of this whitepaper is to help firms navigate the pricing challenges associated with both the incumbent and disruptor positions in markets undergoing disruptive innovation. Dr. Robert Van Cleef, D.B.A., is a pricing consultant at Holden Advisors. He is a pricing strategy and research consulting professional with strengths in pricing, …Read More

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