Alfred Rappaport discusses 10 ways to create shareholder value. Those ways can be separated into three categories: Strategy & Management, Reward & Compensation, and Shareholders.
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Pricing affects consumption: People are more likely to consume a product when they are aware of its cost.
Common pricing practices such as advance sales, season tickets, price bundling all serve to mask how much a buyer has spent on a given product – decreasing the likelihood that the buyer will use it. A customer who doesn’t use a product is unlikely to buy that product again.