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EG9: Pricing in the Harvard Business Review

Written by Emanuel Martonca
on September 23, 2021

This is my back-up, curated articles content that I prepared when I started this newsletter.

It was meant for moments when something gets in the way of my writing.

Unfortunately this moment came a lot sooner than planned.

Covid managed to break through the barriers and get much closer that I would have wished for (my kids).

Which means I am out for the next 2 weeks (hopefully not longer).

2018: The Good-Better-Best Approach to Pricing

Link to the full article

For decades the auto insurance industry operated on a simple assumption: Consumers are highly price-sensitive, and most will buy the least-expensive plan they can find.

But in the early 2000s Allstate conducted some research that caused it to revisit that assumption.

Price does matter, it learned, but there’s more to the story.

1995: How Do You Know When the Price is Right?

Link to the full article

Pricing is difficult to pin down.

High unit sales and increased market share sound promising but they may in fact mean that a price is too low.

And forgone profits do not appear on anyone’s scorecard.

1992: Managing Price, Gaining Profit

Link to the full article

Getting the price right is one of the most fundamental and important management functions; it should be one of a manager’s first responsibilities, a nuts and bolts kind of job that determines the dollar and cents performance of the company.

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