Sowing the seeds of a rich harves: Research's contribution to the profit equation

Date of publication: September 14, 2003


This paper establishes the relevance and need of an appropriate pricing construct (not price per se) in driving the profit growth and illustrates how research feeds into the construct. The same would be explained with the help of a case study in a B2B scenario (logistical services industry) in Asia Pacific. The paper also demonstrates, using a combination of research techniques, the importance of taking into account the interaction of price with brand, looking at pricing in the overall scheme of other factors, linking findings from different studies and linkage of research findings to the customer's database helps in the identification and implementation of an appropriate pricing policy, not to mention the usefulness of a common framework across countries in a region and across continents, thereby maintaining consistency.

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