Understanding Value from the Customer’s Perspective

John L. Daly, MBA, CPA, CMA, CPIM, Executive Education, Inc.

When a company has a unique, well-differentiated product, understanding value from the customer’s perspective becomes the most important factor in profitable pricing. Yet, many organizations adopt a “value pricing strategy” without having performed the analysis to understand either how much they could get for their products or the minimum acceptable price.

This session discusses four techniques for understanding value.