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Change Management in Pricing... - (Stephan Liozu, Ph.D. CPP)

Change Management in Pricing... - (Stephan Liozu, Ph.D. CPP)



More than 70% of projects fail because of the inability of organizations to change. The same goes with pricing projects and initiatives. Change in value and pricing management is challenging, sometimes tenuous, and might take a long time to be accepted, adopted and assimilated. Whether pricing practitioners lead a small project or they embark on a transformational pricing journey, they have to understand the basic concepts and theories of change management.

During this online course, the speaker presents the most effective and adopted change management methodologies. The concept of organizational change capacity in pricing is discussed based on a 2012 survey of 939 pricing professionals that identified the key drivers of successful change in pricing. Finally, the speaker reviews in details a proprietary change management model for pricing projects that includes ten critical dimensions of transformational change.

This unique course combines the latest science in change management and change leadership with practical real-life examples specifically related to pricing.

Attendees will learn:

  • The various change management theories and methodologies

  • The concept of organizational change capacity and its significance in pricing transformational projects

  • The ten dimensions of change in pricing that are important for the pricing journey

  • The potential roadblocks to change and how to handle them

  • An emerging change management framework for pricing transformations

Duration: 153 minutes

Meet Your Instructors

Stephan Liozu, Ph.D. CPP
Pricing Evangelist, Value Innoruption Advisors

Stephan M. Liozu is a creator, a disruptor, a designer, a creator and an innovator. With over 20 years of experience in business, he has recently focused on design and creativity in value and pricing strategies. Stephan has worked for both Fortune 500 companies and family-owned business. He holds a Master’s degree in Innovation Management and earned a Ph.D. in Management from Case Western Reserve University.

Stephan earned his CPP designation in 2009 and recently achieved the Prosci® change management certification. Over the past few years, Stephan published academic articles in the Journal of Revenue & Pricing Management, Journal of Business Strategy, MIT Sloan Management Review, and Industrial Marketing Management as well as in the Journal of Strategic Marketing.

He has also written several articles on strategic pricing issues for the Journal of Professional Pricing and is a regular presenter at Professional Pricing Society conferences in Europe and North America as well as the Strategic Account Management Association conferences. He co-authored Innovation in Pricing – Contemporary Theories and Best Practices (with Dr. Andreas Hinterhuber) that was published in the fall of 2012 and “The ROI of Pricing” that will be published in January 2014.

Stephan sits on the Advisory Board of LeveragePoint Innovation, 360pi, and of the Professional Pricing Society.