Pricing power is one of the key ways that businesses can create value for themselves. Improving a company's approach to pricing leads to more opportunities to create and capture value for customers, which results in increased sales and healthier margins. Developing pricing maturity takes time and effort, but understanding how to capture what customers perceive as valuable provides greater opportunities for companies to perform better in their chosen markets.
The European Pricing Platform recently conducted the first, cross-industrial European Pricing Maturity Study of its kind. It investigates the perceived, actual and desired state of pricing maturity in 121 companies across Europe.