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date: 04 March 2021

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.

Keywords: strategic approach, pricing management, information technology, pricing strategy

Greg Cudahy

Greg Cudahy is the North American managing partner of Accenture’s Operations practice. With more than twenty-five years of experience in management consulting and technology, Mr. Cudahy focuses on strategy development and capability building in support of cost reduction, price management, and sales and marketing strategy. He additionally focuses on total supply chain transformations by balancing demand-related factors with organizations’ supply-side capabilities. Based in Atlanta, Mr. Cudahy has worked across a variety of industries with special emphasis on consumer goods and media/high technology. In 2005, he was named by World Trade Magazine as one of the Top 50 Supply Chain Pioneers.

Thomas G. Jacobson

Thomas G. Jacobson is the global managing director of Accenture’s Pricing & Profit Optimization. Mr. Jacobson has led a number of engagements across a variety of industries for clients around the world, helping them transform business strategy, processes, organization, and technology to maximize profitable growth. He contributed to the 2011 book Contextual Pricing and received the “Distinguished Pricing Award for Contributions to the Field of Pricing Practice” from Fordham/Babson University in 2010. Before joining Accenture, he served in an executive role at a price- and- profit- optimization software company. Mr. Jacobson is based in Boston.

Tiago Salvador

Tiago Salvador is a senior principal in Accenture’s Pricing & Profit Optimization practice. Mr. Salvador focuses on global pricing transformation initiatives, from pricing strategy through execution and organization design and alignment in a variety of industries. In addition, Mr. Salvador has led engagements in growth strategy, new product development, sales and market strategy, and customer strategy and segmentation. Mr. Salvador is based in Chicago.

Julian Short

Julian Short is the managing director of Accenture’s Pricing and Profit Optimization practice in Europe, Africa, and Latin America. He has led multiple engagements across a variety of industries encompassing the complete range of pricing capabilities, including pricing strategy, process, organization, and technology development and implementation. Mr. Short is based in London.

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