Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • September 2010 (Revised August 2011)
  • Background Note
  • HBS Case Collection

Pricing, Profits, and Customer Value

By: Frank V. Cespedes, Benson P. Shapiro and Elliot B. Ross
  • Format:Print
  • | Pages:17 
ShareBar

Abstract

This 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.

Keywords

Customer Focus And Relationships; Customer Value And Value Chain; Cost; Price; Profit; Performance Effectiveness; Sales; Competitive Strategy

Citation

Cespedes, Frank V., Benson P. Shapiro, and Elliot B. Ross. "Pricing, Profits, and Customer Value." Harvard Business School Background Note 811-016, September 2010. (Revised August 2011.)
  • Educators
  • Purchase

About The Authors

Frank V. Cespedes

Entrepreneurial Management
→More Publications

Benson P. Shapiro

→More Publications

More from the Authors

    • January 2021
    • Top Sales Magazine

    Sales Hiring Is Hard To Do: (Don't Make It Harder)

    By: Frank V. Cespedes
    • Top Sales Magazine

    Get Ready to Sell

    By: Frank V. Cespedes and Bud Hyler
    • July 2020
    • Faculty Research

    Shindigz

    By: Frank Cespedes
More from the Authors
  • Sales Hiring Is Hard To Do: (Don't Make It Harder) By: Frank V. Cespedes
  • Get Ready to Sell By: Frank V. Cespedes and Bud Hyler
  • Shindigz By: Frank Cespedes
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Digital Accessibility
Copyright © President & Fellows of Harvard College