Value pricing for B2B: Maximise B2B profitability

Selling profitably to business-to-business companies has become more challenging for vendors as globalisation has dramatically increased sourcing options for buyers.

Value pricing for B2B: Maximise B2B profitability

Dr Andreas Jonason and Richard GreenwoodSimon-Kucher & Partners

B2B products and services need to identify and market the unique value in their offer to counter the trend towards commoditisation and buyers' squeeze on prices by procurement staff.

Globalisation has dramatically increased the sourcing options available to Business to Business (B2B) companies, and with it, the task of selling profitably to them has become more challenging for vendors. Formerly high margin products have become commoditised and suppliers' ability to set premium prices has diminished as a consequence.

However, there are numerous...

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