Only one-third of companies worldwide are able to achieve the price they deserve for the value they deliver (Simon-Kucher & Partners, GPS 2012). What are the reasons for this disastrous result? And what should a company do to climb from pricing mediocrity to pricing excellence?

Many companies blame others – competitors, customers, the industry itself – for their own poor pricing performance. But in most cases, it is the fault of the company: no/wrong price strategy, lack of pricing know-how, or non-existent pricing processes. Turning that around requires a comprehensive transformation. This presentation explains what it takes to conduct a successful pricing excellence transformation program – from the role of the CEO to the setup of a global pricing organization. Participants will receive clear recommendations for their future pricing work based on experience from real world pricing projects.

Attendees will learn:

  • Main reasons for and impact of a poor pricing performance
  • How to transform your organization into a pricing champion
  • Role of the C-level executives in such a transformation program
  • How to develop a global pricing organization
  • Do’s and don’ts in pricing excellence transformation


Pricing and Commercial Excellence – How to Make It Happen

Dr. Georg Tacke, CEO, Simon-Kucher & Partners

Dr. Georg Tacke is the Co-CEO of Simon-Kucher & Partners. He leads the global strategy and marketing consultancy together with his colleague Dr. Klaus Hilleke.

Besides his CEO responsibility Georg specializes in developing business, marketing and pricing strategies for companies in the service (telecommunication, transportation, travel & hospitality, B2B services etc.) and automotive industries. He is well-known as one of the top pricing experts in these sectors. In his over 20 years of consulting, he has worked with numerous major firms from these industries; he continues to support several CEOs and management boards as a personal consultant and coach.

Georg is the author and co-author of two books and numerous articles on the topics of marketing strategy, price strategy, price policies and sales excellence. He speaks frequently at conferences, management seminars and corporate events.

Georg studied business administration and marketing at the University of Bielefeld. He was a visiting scholar at Stanford Business School in 1986, and in 1988 he received his Ph.D. from the University of Bielefeld.

Georg joined Simon-Kucher & Partners in 1988, became Executive Vice President in 2006 and CEO in 2009.