Author: Steven Forth

People often ask us about the worst pricing decisions we have seen. There is a lot of bad pricing out there. But most of it is not so much the result of a bad decision as it is the result of ad-hoc pricing decisions, “me too” pricing or people inadvertently stumbling into a price war, as the author explains. Author Steven Forth is a Managing Partner at Ibbaka, a consulting and technology development company focused on helping companies bring innovations to market and to help them to scale. He can be reached at info@ibbaka.com.

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