While some companies perform well in pricing, others make headlines for their errors that cause profits to turn to losses, jobs to turn into redundancies, and firms to visit bankruptcy court. What separates those that get pricing right from those that get it wrong? How can CEO’s stop tripping up on pricing decisions despite all the attention and effort given to pricing?
Pricing is a wicked strategic challenge that defies simple rules. It instead requires robust, not rigid and monolithic, approaches that are developed from integrating multiple viewpoints and aims. And getting it right isn’t a one-off effort. As Jorge Solis, CEO of Adama Argentina stated: “Pricing is a transformation. It’s a path, not a switch.”
We researched individuals, companies, and academic literature and found some of the secret sauce to success. Join Tim J. Smith, PhD, founder and CEO of Wiglaf Pricing as he reveals the how firms are getting pricing done right.
Attendees will learn:
Tim J. Smith, Ph.D., is the founder and CEO of Wiglaf Pricing, an Adjunct Professor of Marketing at DePaul University, the Academic Advisor to the PPS Certified Pricing Professional (CPP) program, and the author of Pricing Done Right: The Value-Based Pricing Framework Proven Successful by the World’s Most Profitable Companies (2016) as well as the globally leading textbook Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures (2012). At Wiglaf Pricing, he has worked with Fortune 500 companies through startups in Helping Executives Manage Price Better™.
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