Is it time to rethink your pricing strategy?

MIT Sloan Management Review

Volumn 53, Issue 4, 2012, Pages 69-77

  Hinterhuber, Andreas ^a   Liozu, Stephan ^b  

^a Hinterhuber and Partners   (Austria)

^b CEO of Ardex Americas   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84869480783     PISSN: 15329194     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (17)

1. A. Frye and D. Campbell, "Buffett Says Pricing Power More Important than Good Management," February 18, 2011, http://bloomberg.com.
2. K. Mitchell, "The Current State of Pricing Practice in U.S. Firms," (opening speech Professional Pricing Society Annual Spring Conference, Chicago, May 3-6, 2011).
3. A. Hinterhuber, "Towards Value-Based Pricing: An Integrative Framework for Decision Making," Industrial Marketing Management 33, no. 8 (2004): 765-778.
4. P.H. McCaskey and D.L. Brady, "The Current Status of Course Offerings in Pricing in the Business Curriculum," Journal of Product and Brand Management 16, no. 5 (2007): 358-361.
5. A. Hinterhuber and M. Bertini, "Profiting When Customers Choose Value Over Price," Business Strategy Review 22, no. 1 (spring 2011): 46-49.
6. For more on pricing capabilities, see S. Dutta, M. Bergen, D. Levy, M. Ritson and M. Zbaracki, "Pricing as a Strategic Capability," MIT Sloan Management Review 43, no. 3 (spring 2002): 61-66.
7. J.C. Anderson and J.A. Narus, "Business Marketing: Understand What Customers Value," Harvard Business Review 76, no. 6 (1998): 53-65;
8. J.C. Anderson, J.A. Narus and W. Van Rossum, "Customer Value Propositions in Business Markets," Harvard Business Review 84, no. 3 (2006): 91-99;
9. G. Cressman Jr., "Commentary on 'Industrial Pricing: Theory and Managerial Practice,'" Marketing Science 18, no. 3 (1999): 455-457;
10. B. Shapiro, "Buy Low, Sell High: Creating and Extracting Customer Value by Enhancing Organizational Performance," Harvard Business School Note 597-071 (1987).
11. P. Ingenbleek, M. Debruyne, R.T. Frambach and T.M.M. Verhallen, "Successful New Product Pricing Practices: A Contingency Approach," Marketing Letters 14, no. 4 (2003): 289-305;
12. P.T.M. Ingenbleek, R.T. Frambach and T.M.M. Verhallen, "The Role of Value-Informed Pricing in Market-Oriented Product Innovation Management," Journal of Product Innovation Management 27, no. 7 (2010): 1032-1046.
13. See S. Frank, "Applying Six Sigma in Pricing and Revenue Management," Journal of Revenue and Pricing Management 2 (2003): 245-254;
14. M.S. Sodhi and N.S. Sodhi, "Six Sigma Pricing," Harvard Business Review 83, no. 5 (May 2005): 135-42.
15. For more on value-based pricing, see T. Nagle, J. Hogan and J. Zale, "The Strategy and Tactics of Pricing: A Guide to Growing More Profitably," 5th ed. (Upper Saddle River, New Jersey: Prentice Hall, 2010).
16. As Forbis and Mehta noted as far back as 1981, a new pricing approach is not "just a change of marketing signals" but "a new way of life" See J. Forbis and N. Mehta, "Value-Based Strategies for Industrial Products," Business Horizons 24, no. 3 (1981): 32-42.
17. J. Bohn, "The Design and Validation of an Instrument to Assess Organizational Efficacy" (PhD diss., University of Wisconsin, Milwaukee, 2001).