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Is price optimization better than yield management? Not necessarily. Price optimization is arguably the most significant innovation in revenue management in the past decade, building on yield management and driving revenue upside during times when YM falls short. YM will always be a very effective lever to improve revenue for industries in situations where the “Three Fs” are generally present. Moreover, existing yieldable solutions can be enhanced by adding priceable capabilities to improve revenue during times when capacity exceeds demand, or to help determine the optimal price structure for yield management controls. Bill Kotrba, VP of Industry Strategy for JDA Software explains how businesses can leverage both approaches as their selling environment dictates.