Pricing is one of the most powerful tools for creating business value. It forces a company to base its actions on market and customer factors -- to understand the competitor's perspective and likely response, to explicitly consider how customers value products and services, and to build products with an economic structure tuned to market requirements. Yet, for a variety of reasons, management attention is often disproportionately focused on cost, and, consequently, internal operations, leaving a gap in the strategy of most companies.
With leading experience across numerous industries in setting and executing pricing strategies, Dean & Company has developed a proven framework for helping companies design and implement pricing approaches that generate bottom-line value. According to this framework, a successful pricing strategy results from quantified models of customer decision-making, competitive economics, and segmented internal company economics. In addition, these models must be continually refined as a result of adaptive testing and trials (DCO Pricing Framework).
