Pricing, Profits and Customer Value

Case Solution

Frank V. Cespedes, Benson P. Shapiro, Elliot B. Ross
Harvard Business School ()

This note looks at how some companies (startups and incumbents) maximize customer value and profits through their pricing processes. It is aimed at companies that compete on the basis of performance initiatives rather than absolute cost and low price advantages. It is suitable for use in pricing, business management, strategy or marketing courses or modules.

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