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Make pricing power a strategic priority for your business

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  • Liozu, Stephan M.

Abstract

In the face of rising business complexity and competitive pressure, many firms succumb to price pressures and enter pricing wars. Others focus on creating, quantifying, and capturing pricing power from their market. Since 2011, with help from Warren Buffet and Jim Cramer, Wall Street financial analysts have begun paying close attention to firms with great pricing power. But what is pricing power? How do firms know whether they have it? And how does it affect profit? This research, based on a survey of 128 organizations, identifies and validates the drivers of pricing power and its impact on firm performance. In this article, I create and validate a pricing power assessment instrument that firms can use to get started. This article offers practical recommendations for go-to-market functions on how to start the pricing power discussion, how to measure it, and how to operationalize it.

Suggested Citation

  • Liozu, Stephan M., 2019. "Make pricing power a strategic priority for your business," Business Horizons, Elsevier, vol. 62(1), pages 117-128.
    • Handle: RePEc:eee:bushor:v:62:y:2019:i:1:p:117-128
    DOI: 10.1016/j.bushor.2018.09.006
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    References listed on IDEAS

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    1. Nikolay Archak & Anindya Ghose & Panagiotis G. Ipeirotis, 2011. "Deriving the Pricing Power of Product Features by Mining Consumer Reviews," Management Science, INFORMS, vol. 57(8), pages 1485-1509, August.
    2. Hinterhuber, Andreas, 2017. "Value quantification capabilities in industrial markets," Journal of Business Research, Elsevier, vol. 76(C), pages 163-178.
    3. Aradhna Krishna & Fred M. Feinberg & Z. John Zhang, 2007. "Should Price Increases Be Targeted?--Pricing Power and Selective vs. Across-the-Board Price Increases," Management Science, INFORMS, vol. 53(9), pages 1407-1422, September.
    4. Stephan M. Liozu, 2017. "State of value-based-pricing survey: Perceptions, challenges, and impact," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 16(1), pages 18-29, February.
    5. Vrinda Kadiyali & Pradeep Chintagunta & Naufel Vilcassim, 2000. "Manufacturer-Retailer Channel Interactions and Implications for Channel Power: An Empirical Investigation of Pricing in a Local Market," Marketing Science, INFORMS, vol. 19(2), pages 127-148, September.
    6. Andreas Krämer & Martin Jung & Thomas Burgartz, 2016. "A Small Step from Price Competition to Price War: Understanding Causes, Effects and Possible Countermeasures," International Business Research, Canadian Center of Science and Education, vol. 9(3), pages 1-13, March.
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    Cited by:

    1. Liozu, Stephan & Hinterhuber, Andreas, 2022. "Pricing as a driver of profitable growth: An agenda for CEOs and senior executives," Business Horizons, Elsevier, vol. 65(4), pages 457-467.

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