Pricing strategy and execution: an overlooked way to increase revenues and profits

Alistair Davidson (Senior advisor in the Technology, Management and Telecom practice at Deloitte Consulting LLP ( where he has worked on high tech pricing. A former CEO of a number of hi‐tech firms, he is the author of three books on strategy and technology and a contributing editor of Strategy & Leadership.)
Mike Simonetto (Principal with Deloitte Consulting LLP who specializes in pricing and profitability strategies. He is the author of several articles on pricing execution and strategy and has led numerous large pricing projects. (

Strategy & Leadership

ISSN: 1087-8572

Publication date: 1 December 2005



This article advocates putting pricing strategy on the CEO's agenda and considers the new concept of pricing execution – the development of pricing strategy and the implementation of the strategy through a combination of leadership, management practice, and software – from the point of view of the senior management team.


New software tools give companies a new way of setting, optimizing, and enforcing pricing changes within the organization.


There has been an explosion of applications in the pricing management space. Pricing execution offers both growing and mature companies a lower‐risk approach to revenue, margin, profit, and shareholder‐value growth than innovation and acquisitions.

Research limitations/implications

A proprietary 2005 Deloitte study of the available applications concludes that no one vendor offers a complete integrated solution.

Practical implications

Using software to improve pricing measurement, combined with better pricing execution, can help many organizations generate revenue rapidly.


CEOs and other leaders can use the article to educate the senior management team on the opportunity that pricing management represents.



Davidson, A. and Simonetto, M. (2005), "Pricing strategy and execution: an overlooked way to increase revenues and profits", Strategy & Leadership, Vol. 33 No. 6, pp. 25-33.

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Copyright © 2005, Emerald Group Publishing Limited

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