Conclusions
In an era of transient competitive advantage, increased competition, and emerging technology, the future of premium pricing is potentially challenging for today’s pricing community. The combination of customer and competitive information requirements might make the difference between good premium pricers and great premium pricers. Some leaders are already emerging (Disney, Starbucks, Grainger, and others). Advanced B2C and B2B premium pricing strategies will be essential to the success of marketing strategies requiring constant justification of dynamic differentiation value. Firms cannot rely on the old way of doing premium pricing: ‘‘4% on top of my competitor’s price.’’ They will have to integrate the dimension of customer value as well. And that in a world where customers expect prices to change very quickly!
