What is value management? (And why you should care). A document from back in November 2012 that sets out the basic approach to value management, and how it integrates innovation, marketing, sales and of course pricing. A new version of this document is in development.
Ibbaka is a value-based pricing company. To do value-based pricing, one has to ask who the value is being created for. This impacts everything from product and services deign, to pricing to communication and sales strategy. A holistic view of value and stakeholders can transform how one thinks about pricing.
Even if you have a highly differentiated, value-added offer and are able to charge a premium without much customer pushback, your pricing should not aim to recoup the full value you create for your customers. Your price should leave a consumer surplus - that is, the customer should feel they are getting more value than the amount spent, as value perception is key to the sustainability of any good pricing.