Pricing has a substantial and immediate impact on profitability. Most companies, however, still use costs or competition as their main basis for setting prices. Product or business model innovation has a high priority for many companies, yet innovation in pricing received scant attention until the first edition of this groundbreaking book.

This new edition of Innovation in Pricing builds on the success of the first, examining the ways in which pricing innovation can drive profits through cutting-edge academic research and best practice case studies from leading academics, business practitioners and consultants in pricing.

The second edition has been fully revised and updated according to the latest developments in pricing, with:

  • revisions to all chapters
  • new chapters, including a chapter on business model and pricing model innovation
  • a new introduction that makes explicit just what strategic pricing can do for your organization.

This book is the only book dedicated to innovation in pricing and is an essential read for business executives, innovation managers and pricing managers wishing to treat innovation in pricing as seriously as they treat product, service or business model innovation. It is also valuable supplementary reading for advanced students of marketing and sales.

part I|27 pages


chapter 1|8 pages

Innovation in pricing

ByAndreas Hinterhuber, Stephan M. Liozu

chapter 2|17 pages

Is innovation in pricing your next source of competitive advantage? 1

ByAndreas Hinterhuber, Stephan M. Liozu

part II|116 pages

Innovation in organizing the pricing function

chapter 3|23 pages

The organizational design of the pricing function in firms

A center-led management approach
ByStephan M. Liozu, Kellie Ecker

chapter 4|18 pages

Organizational barriers and the implementation of customer value map analysis

A case study of a global manufacturing firm in the polymer technology industry
ByNiklas Hallberg, Linn Andersson

chapter 5|31 pages

CEO championing of pricing and the impact on firm performance

ByStephan M. Liozu, Andreas Hinterhuber, Sheri Perelli, Toni Somers

chapter 6|20 pages

Who is in charge of value?

The emerging role of Chief Value Officer
ByRonald J. Baker, Stephan M. Liozu

chapter 7|14 pages


How a vice president of value can drive profits in B2B
ByAndreas Hinterhuber, Todd Snelgrove

chapter 8|8 pages

B2B pricing systems

Proving ROI
ByMark Stiving

part III|121 pages

Innovation in pricing strategy

chapter 9|8 pages

Ten considerations for your pricing model innovation process

ByStephan M. Liozu, Katie Richardson

chapter 10|19 pages

Effective pricing strategies in B2B markets

ByRafael Farrés

chapter 11|16 pages

Why segmentation matters

ByLinda Trevenen

chapter 12|14 pages

The five fundamental value factors

ByRalf Drews

chapter 13|14 pages

Pricing processes in fast-paced business-to-business settings

ByMagnus Johansson

chapter 14|19 pages

Pricing due diligence in the mergers and acquisition process

ByDavid Dvorin, Jered Haedt, Vernon Lennon

chapter 15|10 pages

Busting the four fatal myths in pricing

ByNelson Hyde

chapter 16|13 pages

Creating, calculating and communicating customer value

How companies can set premium prices that customers are willing and able to pay
ByTodd Snelgrove

chapter 17|5 pages

Pricing strategies for recessionary times

ByFernando Resende

part IV|80 pages

Innovation in pricing tactics

chapter 19|16 pages


Distilling the essence
ByHarry Macdivitt

chapter 20|11 pages

Innovation in estimating willingness to pay

ByNeil Biehn, Craig Zawada

chapter 21|12 pages

Cross-functional collaboration in value-based pricing

BySteven Forth

chapter 22|22 pages

Winning on the margin

The B2B value imperative 1
ByMike Moorman

part V|41 pages

Psychological aspects of pricing

chapter 23|21 pages

Behavioral aspects of pricing

ByBen Lowe, Julian Lowe, David Lynch

chapter 24|18 pages

Research on odd prices

Dead end or field of potential innovation?
ByCarmen Balan

part VI|10 pages

The next frontier

chapter 25|8 pages

The next frontier of the pricing profession

ByKevin Mitchell