Highlights from a conversation with Sang Kim, professor at the Yale School of Management; K. Sudhir, professor and leader of the Data Science faculty at the Yale Center of Customer Insights, the YCCI; Seung Yoon Lee, a PhD student focused on quantitative marketing; and Natalie Louie, Senior Director of Product Marketing for Zuora.
Pricing strategy. Whether yours veers more to art than science, or vice versa, it is one of the critical levers in determining business success. As consumers continue to shift their buying to services and away from products, how should subscription businesses be thinking about pricing? Below, we dig into what the experts gleaned from their 15 years of studying the relationship between company pricing strategy and consumer stickiness.