Pricing to Create Shared Value  

Oleh:

Gourville, John T. ; Bertini, Marco

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 90 no. 6 (Jun. 2012), page 96-104.
Topik: Consumers; Price; Value; Profit

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.44 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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The way most companies make money is not just broken; it’s destructive. From insurance and financial services to telecommunications and air travel, companies use pricing to extract what they can from every transaction. Look, for example, at how airlines siphon off value. Once a customer buys a ticket, the slow bleed begins. Want extra legroom? Pay us. Want to check a bag? Pay us. Want a pillow or something to eat? Pay us. This antagonistic approach may have worked in the past. But today’s consumers are not passive price takers. They root out and disseminate information about a firm’s prices, exploiting social media platforms to publicize policies that they believe are unfair. And they don’t hesitate to abandon companies that cross the line.

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