Value First then Price: Quantifying value in Business to Business markets from the perspective of both buyers and sellers

Winner of the Overall Case Award 2014

The Case Centre best selling case 2013 - 2017

Value-based pricing―pricing a product according to its value to the customer rather than its cost―is the most effective and profitable pricing strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers justify their price points through documenting the value of a product, emphasising its superiority against competitors and therefore justifying the premium price.

Value First then Price is an innovative collection which proposes a quantitative methodology to value pricing, and road-tests this methodology through a wide variety of real-life industrial cases. It provides a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, this book provides researchers with a method by which to draw invaluable data-driven conclusions, and sales and marketing managers the theories and best practices they need to quantify the value of their products to demanding, hard-nosed industrial purchasers.

With contributions from global industry experts this book provides cutting edge research on value quantification and value quantification capabilities with real-life, practical examples. It will be essential reading for sales and pricing specialists as well as business strategists, in both research and practice.

Andreas Hinterhuber is a Partner of Hinterhuber & Partners (www.hinterhuber.com) and a Visiting Professor at the University of Bolzano, Italy. He has led consulting projects in pricing in B2B and B2C companies worldwide, including Lufthansa, Tieto, International Paper, Continental, SPX, Fercam, Swarovski, Würth-Hochenburger, Ecolab, British American Tobacco, and many others. He has published articles in Industrial Marketing Management, Long Range Planning, MIT Sloan Management Review, Journal of Strategic Marketing, Business Horizons and other journals.

Todd C. Snelgrove is the former Global Vice President of Value, and drove the creation, tools, processes, and results, of a 20 year value journey at SKF and supports executive MBA classes at Northwestern University, London Business School, and the International Institute for Management Development and others. Todd is now the founding partner at consultancy Experts In Value (www.expertsinvalue.com), and helps companies create, communicate, calculate, and get paid for value.