Pricing power has a huge impact on how investors see your company. One rule of thumb used in due dilligence is to ask, 'Can this company raise its prices?' If the answer is no, or if there is a lot of downward pressure on prices, then company valuation goes down. Smart companies understand their pricing power and are taking steps to increase it.
Customers want choice. That is a fact. According to a global Nielsen survey, 63% of customers around the world want manufacturers to offer a new product.