ABSTRACT
Pricing is a critical consideration when making decisions about the other three Ps: Product, Promotion and Placement. Pricing can be a solitary and technical discipline. In developing collaboration software for complex business processes like pricing, it is important to have a formal model. Value-based pricing is widely acknowledged as the best practice in business-to-business (B2B) pricing, but many companies have struggled to implement this approach or even to agree on its meaning. The chapter discusses that "pricing is a conversation," and if the pricing function wants to play a larger strategic role within organizations and realize its full business impact, then pricing professionals must get better at conversations. Computer supported collaborative work and social software provide an alternative model to Enterprise Resource Planning in the development of software to support pricing professionals. B2B pricing is the outcome of a series of conversations, both internal conversations between the various stakeholders and external conversations, primarily with customers.
