Chapter 23 Digitization of B2B PricingA Fundamental Shift Required
Craig C. Zawada
Introduction
Pricing: The evolving discipline
Prior to the 1990s, pricing could be characterized as ‘everybody does pricing, nobody does pricing.’ Sure, pricing decisions had to be made, but very few companies viewed it as a discipline they invested in to be especially good at.
In 1992 the seminal Harvard Business Review (HBR) article ‘Managing Price, Gaining Profit’ was the spark that began to change that. In this article, Marn and Rosiello had two big ideas. Big idea 1 was that profits were extremely sensitive to small changes in price. Indexing the average economics of the top US publicly traded companies showed that a 1% increase ...
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