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.
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.
In this article, the author examines changes in how technology has been used as a force for change in pricing in the recent decade, and explores the current technology shifts in pricing technology are focusing on defining value drivers through price and margin optimization. With more than a decade of pricing experience, author Robert Irwin works on implementing and automating pricing processes, strategies and margin optimization. He can be reached at rirwin@vendavo.com.