The Strategy and Tactics of Pricing, 5th Edition

Chapter 8Pricing Strategy Implementation

Embedding Strategic Pricing in the Organization

Few challenges cause more anxiety for senior executives than the implementation of pricing strategies. Even after investing the time and energy to develop a comprehensive plan addressing price structure, segmentation, value communication, policies and price levels, those leaders often find that much of their organization can be remarkably resistant to changing their behaviors. As one senior executive, we know, remarked: “Given the attention we pour into pricing our products, why do the outcomes seem like a random walk?” This executive is not alone. Our research shows that more than 60 percent of sales and marketing managers are frustrated by their organization’s ...