Tomorrow's challenges

Lowering the total cost of ownership

Three ways companies can charge more in tough B2B markets

Many companies in tough business-to-business (B2B) markets dream of a promised land of value-based pricing, where they can charge more than their low-price competitors. The problem is, their customers generally want to spend less-because they are in cost-cutting mode, because their procurement department must decrease purchase prices by 5% each year, or because copycat competitors are offering similar products at a lower price. So how can B2B companies reach this promised land?

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Tomorrow's challenges

The pain and gain of selling expensive products

Selling cheap is easy. Capturing a high price requires good marketing

The Swiss marketing association GfM has been awarding prizes to the most ingenious companies in Switzerland for the past 30 years. In 2014 the prize went to Swisscom, the country's top telecommunications firm. It joins former laureates Mobility Car Sharing (2013), Freitag lab AG (2012) and other past winners such as La Mobilière, Geberit, Mammut, Jura, Logitech, Betty Bossi and Sika.

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Tomorrow's challenges

8 Reasons companies don't capture more value

Why companies can accept less than the full value of their offerings

n general, companies don't devote enough time to thinking about value capture. Their innovation efforts tend to be focused wholly on the creation of new value; meanwhile, the question of how exactly they will be compensated for it usually goes unexamined. Why is it that?  One typical reason is that top executives haven't managed to clarify something even more fundamental: how much priority they place on increasing profit margins.

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IMD in the rankings

IMD's programs are ranked highly by the world's most influential business publications.

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Executive MBA