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Value-Based Pricing and the Quantification of Differentiation Value with Stephan M. Liozu Ph.D. CPP

Value-Based Pricing and the Quantification of Differentiation Value with Stephan M. Liozu Ph.D. CPP

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VALUE-BASED PRICING AND THE QUANTIFICATION OF DIFFERENTIATION VALUE

More firms and their pricing leaders are adopting value-based pricing every year. Research shows increased adoption of this progressive pricing orientation moving from 17% in 2008 to about 25-30% in 2018. Part of the deployment process of value-based pricing is the implementation of the Economic Value Estimation (EVE®) process to quantify differentiation value before it can be communicated to customers and capture from them. While adoption of value-based pricing is increasing, pricing professionals still face difficulties across their organizations. In fact, the EVE® process can be fairly mechanical and, with proper training, can be understood fairly rapidly. The challenge remains therefore what to do with the value models and calculated data.

In this unique workshop, we review the latest science on value-based pricing and the EVE® process. We also review how to operationalize the outcome in value-based innovation, value-based marketing and value-based selling strategies.

Attendees Will Learn:

  • How to operationalize value-based pricing and EVE® in your day-to-day business
  • How to practically link value-based pricing with innovation, marketing, and selling
  • How to respond to challenges in deploying the EVE® and value quantification process

LEVEL 300 COURSE | B2B AND B2C THEMED


Meet Your Instructors

Stephan Liozu Ph.D. CPP
Cheif Value Officer - Thales Group

Stephan M. Liozu, Ph.D., CPP is Chief Value Officer of the Thales Group. He is also an Adjunct Professor & Research Fellow at the Case Western Research University Weatherhead School of Management. He holds a Ph.D. from Case Western Reserve University, an MS from Toulouse School of Management, and an MBA from Cleveland State University. He is a CPP, a Prosci® certified Change Manager, and a Strategyzer Business Model Innovation Coach. He has authored five books and co-edited three books.