Trends Report

Pricing As A Strategic Competency

Why Price Needs To Become More Than Just A Number For Product Strategists

February 13th, 2012
J. P. Gownder, Vice President, Principal Analyst
J. P. Gownder Vice President, Principal Analyst
With contributors:
Carlton A. Doty , Sander Rose , Sarah Rotman Epps

Summary

Price can no longer be just a number for product strategists. Pricing now needs to become a strategic competency that affects every aspect of product strategy, from the business model to the nature and features of the product itself. Product strategists should embrace the five C's of pricing strategy, which require rethinking the entire business model to determine price. Case studies from Cirque du Soleil and Amazon.com demonstrate how to construct a successful pricing strategy.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.