Mais novidade que isto é difícil, um texto deste mês de Março, "Turning pricing power into profit", bem encaixado nesta série:
"Companies often overlook pricing as a driver of earnings growth, instead defaulting to cost cutting and other measures. Here are five steps to growth through pricing."Como não recordar logo o truque de Mongo:
"Em Mongo, o truque é aumentar o preço unitário, não o de reduzir o custo unitário"Mas claro:
"Pricing managers often lack a clear understanding of how profitability varies among regions and product lines, and they know even less about how it can vary among individual customers or transactions.
the price of a product or service ultimately depends on how much a customer thinks it’s worth - that is, “value pricing.” The best companies augment pricing analytics with detailed customer insights to identify all the key buying factors that determine how much a product is worth to a given customer, [Moi ici: Quantas PME são capazes de os mencionar com segurança? Quantas os têm na ponta da língua?] understand how those factors compare with competitors’ offers, and quantify the value created for the customer."