Global Pricing Study 2019

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Since 2011, we have regularly surveyed executives and managers across major industries on current pricing topics, the competitive environment, profit outlooks, and recent trends. Our unique study is the largest of its kind, and each edition reveals new and surprising insights.

In our Global Pricing Study 2019, we surveyed around 1,650 companies across major industries in over 30 countries. Managers and executives gave their opinions on their company’s strategies for growth, pricing, and digitalization. This year’s results revealed that most firms still widely underestimate price as the main profit driver. Looking at the results from the last time we conducted the survey in 2017, this year’s edition indicated that an increasing number of companies now know how to approach digitalization topics and which measures lead to success.

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