June 2023
Intermediate to advanced
340 pages
9h 54m
English
Content preview from Digital Pricing Strategy
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Chapter 2 Publish Your Prices
Kyle T. Westra
The issue of price transparency is a perennial concern for business executives. And the conventional wisdom seems clear: there is a fundamental tradeoff between business success and transparency. Although greater transparency is disadvantageous for companies, the thinking goes, they have an ethical imperative to provide it to customers.
I disagree with both aspects of this conventional wisdom. Price and pricing transparency are largely issues of competitive differentiation, not ethics, and businesses that promote transparency can in fact thrive. Perhaps nowhere is this truer than in the world of B2B SaaS.
I argue that the dynamics behind successful SaaS companies are ...
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