Chapter 11
Creating a Strategic Pricing Capability
Assembling Talent, Processes, and Data to Build Competitive Advantage
Even after creating a pricing strategy that addresses all of the elements contained in the value cascade, pricing leaders often find that much of their organization remains remarkably resistant to changing behaviors. As one senior executive we know, remarked: “Given the attention we pour into pricing our products, why do the outcomes still seem like a random walk?”
This executive is not alone. In a benchmarking study1 of more than 200 companies, Deloitte assessed the impact of pricing strategy and execution on profitability and revenue growth. Our research shows that more than 60 percent of ...
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