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Many companies put significant effort into understanding value as they work to set pricing in the final weeks prior to launch of a new product. Yet there are tremendous opportunities from explicitly considering value to the customer much earlier in the product development process. Understanding value lets you configure products and create product variations in a way that maximizes revenue and margin across customer segments. Applying the right tools and methodology can optimize the value of product offers, focus development spend, and reduce cannibalization.
Tom Lucke is our presenter. Tom is Managing Director of Value Management Advisors (VMA), which helps companies develop growth and pricing strategies in a range of industries including high tech, software, manufacturing, data & information, and process industries.