February, 2018 | The Wiglaf Journal

The Process for Pricing Innovation

By Tim J. Smith, PhD | February 23, 2018

A good pricing decision is two-fold: One defines an aspirational list price and a commercial policy that deducts from this list price known discounts, which lead to the expected target prices by customer segment and perhaps channel.

When Shortage Is Strategic

By Kyle T. Westra | February 23, 2018

Shortages can be signals of excitement, quality, even virtue. “Sold out” is a powerful story for the right kind of product. Musk’s goal isn’t optimizing his earnings from flamethrowers. His goal is building excitement and investment around his companies. Selling out a flamethrower, and even a hat, does that in a big way.

Changing of the Pricing Guards

By Mary DeBoni | February 23, 2018

If you can successfully explain why implementing a value-based pricing strategy will be instrumental in moving your company towards their goals and targets, you should be in a pretty good position to get buy-ins.

Marketing Industry Survey Reports—Clients and Agencies May Not Be On the Same Page

By James T. Berger | February 23, 2018

Clients growing and expanding their in-house agencies was among the “troubling trends” uncovered in the survey. Another problem area expressed by agency executives was “a decline in commitment from their clients to their partnership, and a lack of understanding of the value they offer as an agency partner.”

Strategic Movements: February 2018

By Tim J. Smith, PhD | February 23, 2018

Margrethe Vestager, EU’s antitrust chief, hit Qualcomm with a EUR 977 million fine for anticompetitive practices. Crime: contracts with rebates paid to Apple for using Qualcomm chips exclusively and had a dominant position.