Pricing Process Part 2: Strategy

Frank Frohmann

Chapter 6 in Digital Pricing, 2023, pp 117-147 from Springer

Abstract: Abstract At all strategy levels, the aim is to define the strategic thrust for various focus segments (products, regions, customer groups, or sales channels of the company). In essence, the strategy definition reflects the various dimensions of pricing. Price is thus by definition a component of a company’s strategy process. Pricing strategies have an outstanding leverage effect on the company’s target achievement. The selection of options in pricing must therefore be based on the company’s objectives or the strategies of individual business units. The challenge is anything but trivial: after all, companies pursue several objectives (such as profit, market share, and growth) that are very often in conflict with each other.

Date: 2023
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DOI: 10.1007/978-3-031-24591-6_6

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