Value Creation vs. Value Capture
Delivering excellence in product, placement, and promotion must be connected to excellence in the realpolitik of business in capturing pricing from real customers, as the author explains.
What Percent of Value Should We Capture in Price?
The question of how value should be split arises repeatedly in customer-value-centric organizations. It should be addressed in a thoughtful and systematic way. When building a product development or launch plan, teams debate feasible pricing ranges based on capturing value. Product teams who incorporate value into their discussions indicate that it helps them understand their positioning better and that it makes their decision-making customer-centric. In this article, the author presents several approaches to framing the value-capture questions and developing effective value-pricing strategies.
Customized Pricing: Fully capture customer value
In this article, the authors explore the inherent benefits of customized pricing and best practices for implementation through cross-selling and up-selling strategies.
Value on the Table vs. Capturable Value
In this article, the author reviews some of the issues engaged and practices suggested for making pricing recommendations based on Economic Value to Customer (EVC), and then offers the Half-Gains Double-Losses rule to define the capturable value from the EVC and therefore drive a price recommendation for guiding the pricing decision.