Authors: Rich Hutchinson, Sudipto Banerjee, Matt Beckett, Rob Docters, Chris Griffith

Pricing may not be the glitziest element in the marketing mix, but when carefully considered and applied, it often proves to be the most powerful. Few MNCs, therefore, are likely to win in emerging markets unless they learn how to come up with innovative pricing strategies and deploy them more effectively, as the authors explain. Rich Hutchinson is Managing Director & Senior Partner; Global Leader, Marketing, Sales & Pricing Practice (Atlanta office) and Matt Beckett is Partner & Director, Pricing (Singapore office). They can be reached via …Read More