A relação, não a transacção

O número de Junho da Harvard Business Review traz um artigo que captou a minha atenção, "Pricing to Create Shared Value" de Marco Bertini e John T. Gourville.

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Saliento este trecho:

"The challenge—and the opportunity—for companies is profound. Consumers aren’t simply rejecting questionable prices; they’re rejecting many firms’ fundamental approach to making money.
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Here’s the problem: Companies have traditionally treated value in the marketplace as a fixed pie and have reasoned that they must compete with their customers to appropriate as much of it as those customers will relinquish. Whatever value they can extract is value customers miss out on, and vice versa. What’s more, firms have presumed that they are the rightful owners of value and are therefore entitled to charge whatever the market will bear. To that end, they have treated pricing as an optimization problem, pricing mechanically in the pursuit of profit and routinely exploiting any consumer disadvantage, such as a lack of information or understanding, limited attention, or limited choice.
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But value neither originates with nor belongs solely to the firm. Without a willing customer, there is no value. Therefore, value must be shared by a firm and its customers. (Moi ici: E sublinho fortemente o que se segue, ainda ontem numa empresa referi a importância da co-produção, do co-design, da customização) In addition, value is not the fixed pie that most companies imagine; rather, it can be enlarged through collaboration with customers, such as when a firm provides a well-crafted discount that not only boosts sales and encourages referrals but also promotes the brand and builds loyalty."

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"Traditional pricing strategy is by definition antagonistic, but it needs to become a more socially conscious, collaborative exercise. Businesses should look beyond the dry mechanics of “running the numbers”—still relevant but no longer sufficient—and recognize that humanizing the way they generate revenue can open up opportunities to create additional value. (Moi ici: Em vez de criar usaria o termo co-criar) That means viewing customers as partners in value creation—a collaboration that increases customers’ engagement and taps their insights about the value they seek and how firms could deliver it. The result is a bigger pie, which benefits firms and customers alike."