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Pricing and the C-Suite - (Stephan Liozu Ph.D. CPP)

Pricing and the C-Suite - (Stephan Liozu Ph.D. CPP)


Pricing is still an organizational “orphan”. Only 5% of Fortune 500 companies have dedicated pricing team. In many firms pricing responsibilities are fragmented, reduced to margins management and severely informal. Despite being considered as a strong level of profitability by consultants and marketing scholars, pricing, as a management practice and as a science, still suffers from a lack of awareness in the C-suite. Many top executives sometimes get involved in pricing activities and discussions. But they do not embrace pricing as a function requiring significant leadership attention, on-going investments and considerable change management efforts. So how do we raise the awareness of pricing in the organization, get CEO and the C-suite attention and enroll these top executives in the large-scale transformation pricing projects?

This unique Online Course will explore results of the survey conducted in 2011 with 557 CEO’s and business owners from around the world. These results will show what these leaders pay attention to, what might distract their attention span when they do pay some attention and what resonates with them. Practical steps to increase awareness of pricing in the C-suite will be introduced and discussed. This Online Course offers a CEO’s view on pricing and on how to create positive “noise” in firms for the pricing function.

Attendees will learn:

  • What CEO’s and C-suite executives pay attention to and how they operate

  • The positive impact that CEO championing of pricing can have on firm performance

  • Specific and practical steps to raise pricing awareness in firms

  • Practical recommendations on how to justify investments in pricing in front of the C-Suite

Duration: 168 minutes

Meet Your Instructors

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

Stephan M. Liozu is a creator, a disruptor, a designer, 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 businesses. He holds a Master’s degree in Innovation Management and is currently pursuing a Ph.D. in Management (exp. 2013) from Case Western Reserve University.

Over the past few years, Stephan published academic articles in the Journal of Revenue & Pricing Management, Journal of Business Strategy, MIT Sloan Management Review, 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. Stephan sits on the Advisory Board of LeveragePoint Innovation and of the Professional Pricing Society.