The ideal pricing strategy for most B2B companies is to charge every customer exactly how much they are willing to pay in order to extract every last drop of consumer surplus (Figure (a)).
If you are a leader in a products company where traditional cost-cutting is starting to run its course (or is not effective), you may be considering rationalizing your portfolio. The benefits are obvious – eliminate excessive complexity and waste, cull [...]
A well-known, highly-valued brand? Check. A strong market position? Check. A talented leadership team? Check. A competent sales team with strong customer relationships? Check. You’ve seemingly got all the pieces in place, so why’s it so hard to drive [...]