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  • 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
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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.)
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About The Authors

Frank V. Cespedes

Entrepreneurial Management
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Benson P. Shapiro

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More from the Authors

    • January 2023 (Revised January 2023)
    • Faculty Research

    Belden and Digital Transformation: From Product Sales to Solutions Sales

    By: Frank V. Cespedes and Amy Klopfenstein
    • November 15, 2022
    • Harvard Business Review (website)

    Using Simulations to Upskill Employees

    By: Frank V. Cespedes, Trond Aas, Alex Hunt and Huw Newton-Hill
    • November–December 2022
    • Harvard Business Review

    Can AI Really Help You Sell?

    By: Jim Dickie, Boris Groysberg, Benson P. Shapiro and Barry Trailer
More from the Authors
  • Belden and Digital Transformation: From Product Sales to Solutions Sales By: Frank V. Cespedes and Amy Klopfenstein
  • Using Simulations to Upskill Employees By: Frank V. Cespedes, Trond Aas, Alex Hunt and Huw Newton-Hill
  • Can AI Really Help You Sell? By: Jim Dickie, Boris Groysberg, Benson P. Shapiro and Barry Trailer
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