Duke University’s Fuqua School of Business: Dialogue Review

Building Pricing Power

The ability to control your pricing is a strategic imperative for modern marketers

In today’s hyper-competitive market, pricing power remains one of the most underutilized strategic levers at a company’s disposal. It’s not merely about setting higher prices; it’s about uncovering and communicating the unique value that prompts customers to willingly pay a premium. As marketers, we must recognize pricing as a powerful tool that conveys value, shapes customer perceptions, and directly influences revenue – without adding operational complexity.

Pricing as a strategic tool

In many organizations, pricing is viewed as a tactical decision rather than a strategic one, leading to missed opportunities and undervalued offerings. Yet, when used strategically, pricing power enables a business to capture more value without relying solely on increasing volume or market share...

Read more at: https://dialoguereview.com/building-pricing-power/