Recommended Reading / Theory

Setting value, not price

Setting value, not price
Ralf Leszinski and Michael V. Marn

McKinsey Quarterly | February 1997
McKinsey&Company | Insights & Publications

Intro
The first task is to map benefits versus price—as the customer sees them. Bear in mind that equal value doesn’t mean equal market share. The key decision: do you stay on the line of value equivalence, or get off?

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