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Pricing, Profits and Customer Value
Cespedes, Frank V.; Shapiro, Benson P.; Ross, Elliot B.Caso HBS-811016-EDirección estratégicaThis note discusses how some firms (start-ups and established companies) maximize customer value and profits via their pricing processes. It is aimed at companies that compete on the basis of performance initiatives rather than absolute cost advantages and low price. It is suitable for use in courses or modules in Pricing, Entrepreneurial Management, Strategy, or Marketing.Desde 8,20 €
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Curled Metal Inc.--Engineered Products Division
Shapiro, Benson P.; Cespedes, Frank V.Caso HBS-709434-EDirección estratégicaCurled Metal Incorporated has declining sales, but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer benefits that are many times CMI's manufacturing costs. Joseph Fernandez and Rajiv Sanwal of CMI's Engineered Products Division are responsible for formulating a strategy for the new product. A key issue is the price to charge for the pads. The case raises issues of analyzing market potential, align...Desde 8,20 €