Your new hit product may be underpriced

By Dr. Georg Tacke and Madhavan Ramanujam

The odds are stacked against new products or services. Between 65% and 75% miss their revenue or profit goals, depending on w...

Selling via discounts and promotions

By Dr. Georg Tacke

Effective discounts require a system 
In the B2B area, the smartest price lists won’t help a bit if sales has “discounted” aw...

Optimal price setting

By Dr. Georg Tacke

Value pricing, not cost-plus 
If you ask companies how they set their prices, chances are they will say value pricing! But if...

Offer design and price models

By Dr. Georg Tacke

The customer loves the golden middle 
Customers are rarely rational when it comes to purchasing decisions and price perceptio...