Pricing is a decision under executive control. Sometimes the price is not what the market will want, but it is still a decision executives must make even if the decision is to let the market go. In this article, the author examines what an executive’s role should be in the pricing process.
In this article, the author examines new product pricing during the multiple stages of product development and market evolution. He uses the global mobile device market as a case study to demonstrate the application of different pricing strategies by various players in this highly competitive space.
In this article, the author provides five guiding priciples for successful pricing in the convenience store and gas station industries. This market specific example provides pricing insights that pricers in highly competitive and highly price sensitive consumer markets can apply to successfully implement their pricing strategies.