Posts
Current Pricing Study 2018 – the results
The current Pricing Study 2018 is the fourth edition of the empirical investigation of pricing processes in companies. Already in the years 2009, 2012 and 2015, the PFH Private University of Göttingen presented an empirical pricing study. The aim of the study is to examine the pricing processes of various companies of different sizes and from different industries. A special focus is placed on the formation of prices and pricing. In addition, we want to clarify potentials in the individual pricing processes and show which remarkable approaches to pricing other companies can also apply.
What many companies still underestimate: the strongest profit driver is pricing, it therefore requires high attention. This statement was already confirmed in the previous pricing studies 2009 (Riekhof/Lohaus), 2012 (Riekhof/Wurr) and 2015 (Riekhof/Wa) and is again confirmed by the result of the current Pricing Study 2018 by the pricing expert Riekhof, in collaboration with Janina Wille.
In most business areas, a business process-oriented perspective has prevailed in recent decades. In logistics and production, in quality management and in order processing, in customer service and in procurement, even in research and development, a consistent process thinking is firmly anchored in most companies. This is not the case in the marketing area in our estimation. The causes can only be speculated. Possibly this circumstance is related to the fact that many marketing topics are rather project-related and more standardized processes seem to set too narrow limits to the supposed creativity of the marketing experts.
Here is the Pricing Study 2018 / Download