Pricing Experts Network event Spring 26'
On May 20, Teaching Associate Professor Giulio Zichella and Associate Professor Sof Thrane hosted an event for the Pricing Experts Network.
Highlights
Pricing Across Multiple Objectives
How do pricing decisions evolve when companies pursue different business goals and strategic priorities?
Participants Across Industries
The event brought together participants from construction, telecommunications, financial services, and industrial services.
Case-Led Discussion
Sof Thrane introduced the overall theme, relevant literature, and case perspectives.
Petar Stoyanov from Danske Bank shared insights on pricing challenges and opportunities within SMEs.
Giulio Zichella focused on pricing strategies related to new product introductions in large enterprises.
Main Takeaway
Pricing decisions become more effective when multiple business objectives are made explicit and discussed across functions.
