ABSTRACT
Communicating value is a crucial element in making value based pricing work. Even the best offering, with a well thought out value based pricing strategy, will underperform its potential if the value communication strategy is not well designed and executed. In business-to-business markets, economic value communication is becoming more important as economic buyers play an increasingly influential role in the buying process and decision. Seller firms face margin erosion, pricing pressure and missed revenue opportunities if they cannot effectively deal with economic buyers who are unwilling or unable to acknowledge value.
