Successful innovators price according to what the customer pays for.
Under the other entrepreneurial strategies, the innovator has to come up with an innovative product or service; here the strategy itself is the innovation. The innovative strategy converts an existing product or service into something new by changing its utility, its value, and its economic characteristics. There is new economic value and new customers, but no new product or service. Often the most successful way to change the economic characteristics of a product or service is to change its pricing. In the end the producer gets at least the same amount of money, if not a good deal more. But the way pricing is structured reflects ...
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