Over the past decade, companies around the world have largely focused on reducing costs in their business. But by and large they have under-managed the oldest and most impactful profit lever: price. Businesses that develop this advantage, the price advantage, ultimately use their superiority in pricing to outperform their peers and deliver significantly higher returns to their stakeholders.

In The Price Advantage, authors Michael V. Marn, Eric V. Roegner, and Craig C. Zawada explain how companies can build the pricing capability into a significant and sustainable competitive advantage. Backed by years of experience and research, the authors use practical examples and detailed analysis to show how companies can achieve pricing excellence in any economic environment. They argue that, despite its overwhelming potential, pricing strategy has remained the most misunderstood and underused weapon in the corporate arsenal.