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.