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How is your
pricing?
An online survey report and five key
insights for your pricing
Dr. Karl-Heinz Sebastian
Dr. Andrea Maessen
www.simon-kucher.com
Pricing strategy
reactive and driven by competition
Is your pricing strategy driven by your own business
strategy specifics and the relative competitive advantage?
Or is it rather geared toward industry best practices and
benchmarks? These were the first questions posed to
managers. 60% stated that their pricing strategies are
based on their own strength and differentiation power.
20% were neutral in their judgments and another 20%
use best practices and benchmarks as the basis for their
pricing strategy.
In terms of strategic targets in pricing, the direction of the
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E-mail karl-heinz.sebastian@simon-kucher.com
andrea.maessen@simon-kucher.com
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