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By Arnd HEßELER, Executive Manager and Peter KLENK, Senior Manager at zeb consulting
Price decisions often cause a major headache to managers, as the reasons for failure in the fight for effective price management are just as diverse as the pricing tools available to them. In addition, the topics in pricing are often not clearly delineated, which makes a structured approach difficult. The approaches can range from drawing up a bank-wide pricing strategy, finding appropriate prices, to the unassuming question of how a targeted price level can actually be achieved.
Because there are so many driving factors and interactions are quite complex, pricing is often seen in practice as a closed book and for this reason, no or only an ineffective price...
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