ISBM Pulse: Pricing

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pricing in a crisis playbook

Book: Pricing in a Crisis Playbook

We are heading towards a recession that may be worse than the Great Recession following the 9/11 attacks. Depending on scientific progress, we may be in a downturn for many months to come. Price pressure is inevitable in a downturn. Joanne Smith, who lead the corporate pricing organization of Dupont in the five years before and during the 2009 recession, has written a very timely book on how to price in a recession: “Pricing in a Crisis Playbook: A Practical B2B Guide for Pricing with Confidence in a Crisis or Recession”.

Marketing in Uncertain Times – a Town Hall Expert Panel Discussion (Joanne Smith, Sandy Jap, and Erich Joachimsthaler)

ISBM’s introductory episode of the Marketing in Uncertain Times series was an insightful look at the power of pricing , channels, and B2B Business Strategy during a time of crisis and disruption. ISBM partner and instructor, Ralph Cummins of EMM Group moderated this panel discussion addressing these areas of concern with candid responses of practical advice and foresight. Highlights of this Town Hall include pricing power, ‘Survivalist Entrepreneurship’, and the focus on existing customers.

Common Pitfalls of Value Pricing and How to Avoid Them (Joanne Smith)

Many B2B companies are embracing value-based pricing due to its large potential to increase profitability, yet many of these companies struggle to achieve these profits. They may start out strong, achieving price increases for a few products, but ultimately have difficulty getting their organizations to embrace, implement and/or sustain the value-based pricing journey. In this webinar, Joanne shares her insights on common pitfalls that she sees numerous B2B companies fall into as they begin their value-based pricing, marketing and sales journeys.

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Value-Based Pricing: A State-of-the-Art Review

Unlike pricing in consumer markets, pricing in business markets is underresearched. This chapter therefore reviews business market pricing literature, proposes a model for the strategic management of the pricing function and poses fundamental research questions. Because much of the development of pricing work is currently being done by practicing managers and consultants, this chapter takes a practice perspective. Furthermore the review focuses on the development and implementation of a value-based pricing strategy. This chapter defines pricing strategy and value pricing, and also provides an overview of the elements of a pricing strategy using the perspective of value-based pricing practices.

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Designing B2B Markets

Researchers and practitioners face unique challenges in understanding B2B online pricing mechanisms, as well as their design and execution, compared with B2C or consumer-to-consumer (C2C) markets. mplications for product assortment managements and the general design of B2B markets. This chapter examines three issues in depth. The first issue regards the product to be auctioned and the various options for which these products would be offered within an auction, whether in regard to sequential product offerings or online and offline offerings. We then turn to the second issue of bidder behavior and strategies in B2B auctions. Third, we close with a section on the mechanism design, including issues of price visibility, and consider the roles of guarantees and price premiums. Within each of these broad themes we discuss the significance of differentiated bidders and inter-organizational relationships in B2B markets and the implications for the firm. We conclude with a consideration of additional issues germane to future research.

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Dynamic Pricing in a Digital World (Manish Prabhu)

Successful pricers have started to piece together the digital bread crumbs to now provide a digitized version of the traditional pricing solution. A dynamic pricing solution provides customized price recommendations that are in line with the context of the product(s) / customer segments and associated pricing power. Come join us as we discuss approaches, techniques and outcomes from using digital enablers to provide dynamic support to a complex and complicated market place. Prabhu Mishra (Deloitte) presents how to use the traditional framework (identify business value, price to value & capture price) with a digital twist as we apply modern day analytics and capabilities to defend and enhance the traditional sources of price value and premium.

Hybrid Bundles (Venkatesh Shankar)

In increasingly competitive markets, B2B companies need new ways to innovate, drive revenues, and create competitive advantage. By creating a hybrid bundle—an offering that combines a product with a service—firms can improve their top and bottom lines. However for a hybrid bundle is to be successful, managers need to understand which potential combinations are most appropriate under what conditions. In this webinar, Dr. Shankar, based on his extensive research on hybrid bundles, presents a framework to successfully design and price hybrid bundles. He introduces and explains four rules that help managers discover which hybrid combination is most likely to be successful for their firm.