Abstract and Keywords
This article establishes the case for a strategic approach to pricing. It discusses what is required to move from a vision of robust pricing to the actual capability, to affirm that pricing strategy is an inextricable element of pricing capability, and to show what is needed to make that capability truly effective worldwide. The article acknowledges the many challenges which stand in the way of making that capability sustainable – the factors which must be addressed before pricing can become a consistent way of doing business rather than a one-off project. Finally, it explores the growing role of information technology and the critical interdependence between pricing strategy and technology.
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