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 Craig Zawada is a partner in the Pittsburgh office of McKinsey & Company. He focuses on assisting clients on pricing issues as well as conducting research and development in the pricing field. Since, 1995, Craig has been 100 percent dedicated to the pricing profession, working with companies across a wide range of industries to help them identify and capture improvements in pricing.
Craig is a widely published author in the area of pricing strategy, with articles appearing in the Harvard Business Review, Mergers & Acquisitions and the McKinsey Quarterly. He has also been quoted in Fortune, Industry Week and Canadian Business. Craig has presented on the topic of pricing strategy at industry conferences in North America, Europe, and South America. Prior to joining McKinsey,
Craig was a Senior Associate with a boutique consulting firm that specializes in pricing. Craig received an M.B.A. in 1993 from the Schulich School of Business, York University in Ontario, Canada; in 1992, he received a Bachelor's of Business Administration.
 |  | | The Power of Pricing | | McKinsey Quarterly, 2003 Number 1
Transaction pricing is the key to surviving the current downturn - and to flourishing when conditions improve. | Read more on the McKinsey Quarterly site |
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| | | The Hidden Value of Postmerger Pricing | | McKinsey Quarterly, 2000 Number 4,
Postermerger pricing can contribute as much as 30 percent of the value of all synergies realized by merger deals. Why is it usually neglected?
| | Read more on the McKinsey Quarterly site |
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| | | Pricing in a Downturn | | McKinsey on Marketing, January 2002
Downward pressures on pricing can be acute during periods of economic contraction. Such times, however, create unique conditions for tailoring pricing strategies. | Launch this article (PDF - 737 KB)  |
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| | The Price Advantage | |
 | Craig Zawada | |
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