Aligning pricing strategies with customer perception and value is crucial for ensuring profitability and customer satisfaction. This is a complex task due to the subjective nature of customer value perception and the organizational challenges it presents. 

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Summary:

This article emphasizes the importance of understanding customer willingness to pay (WTP) for businesses seeking success in competitive markets. It highlights how measuring WTP is essential for setting optimal pricing, influencing product development, and tailoring marketing...

 Pricing is a crucial part of any business strategy and can make or break a company's success. While it's always tempting to undercut competitors with low prices, this strategy often leads to a race to the bottom and isn't sustainable in the long term. Value-based pricing strategies, on the...