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Pricing approaches at industrial companies: cost- versus value-based pricing
Author: Stephan M. Liozu, president and chief executive officer, Ardex America Inc.; Andreas Hinterhuber, partner, Hinterhuber & Partners, and visiting professor, Bocconi University
Velocity Magazine | May 15, 2011
Of the three main approaches to pricing in industrial markets -- cost-, competition- and value-based -- the third is considered superior by most marketing scholars. Yet interestingly few industrial firms adopt customer value-based pricing.
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