Author: Tim J. Smith, PhD

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.  Tim J. Smith, PhD is the founder and CEO of Wiglaf Pricing, adjunct professor at DePaul University, and Academic Advisor for the Certified Pricing Professional designation. His most recent book is Pricing Done Right:  The Pricing Framework Proven Successful by the World’s Most Profitable …Read More