Chapter 10

The Hinge of Fate: Pricing Strategy

History will be kind to me, for I intend to write it.


Many writings on price strategy focus exclusively on relative market power among competitors. While immediate market power is indeed very important, there are a few other factors that can strongly influence results. One of them is time: if you lack market power, you are likely to need some time to accomplish your goals. Time and power are the primary commodities required to construct a pricing strategy.

Why time? The primary reason is that market power changes over time, and the strategy rule is to take price at a time and in a market when and where your customer or competitor is least ready to fight you on it. When we say ...

Get Contextual Pricing: The Death of List Price and the New Market Reality now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.