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Fußnoten
1
See Albers [1].
 
2
Sethuraman et al. [2].
 
3
See Simon-Kucher & Partners, Global Pricing Survey 2019, London 2019.
 
4
See Simon and Fassnacht [3]. See also Simon [4].
 
5
This corresponds to the pre-tax return on sales. For simplicity’s sake, we leave taxes out of the calculation, because they do not have any effect on the relative advantages or disadvantages.
 
6
This is the ceteris paribus condition, which is “all else being equal.”
 
7
We have assumed a corporate tax rate of 30% for this calculation. The actual tax rates vary by country, and range between 20 and 33 % for the selected countries.
 
8
The basis for the revenue and profit data is the Fortune Global 500 List, Fortune, August/September 2020, pp. F1-F22. The profit increase is calculated by assuming a corporate tax of 30%. This means that of 1% price increase 0.7% are net profit. The profit increase is calculated as follows: profit increase in percent = 0.7%/net margin in % × 100. For Walmart 0.7%/2.84% × 100 = 24.6%.
 
9
“Die Luft wird dünner,” General-Anzeiger Bonn, February 9, 2015, p. 7.
 
10
Marx [5].
 
11
The concrete form of profit potential depends on the price-response and cost functions.
 
12
See Ariely [6], and Trevisan [7].
 
13
See Gourville and Soman [8].
 
14
See Frankfurter Allgemeine Zeitung, August 7, 2018, p. 7.
 
15
Ibid.
 
17
On November 4, 2020 the market capitalization of Adobe was $233.72 billion.
 
18
Herrmann et al. [9].
 
20
Friemel and Malcher [10].
 
21
Siedenbiedel [11].
 
22
Zuboff [12].
 
23
Morozov [13].
 
24
Craymer [14].
 
25
See Bertini and Koenigsberg [15].
 
26
See Srinivasan et al. [16].
 
27
Excerpted from an interview with Warren Buffett before the Financial Crisis Inquiry Commission (FCIC) on May 26, 2010.
 
28
See Thiel [17].
 
29
The EVP concept is registered as a brand number 174368295 at the INPI (Institut National de la Propriété Intellectuelle), Paris.
 
30
For the definition of free cash flow, see Chap. 1.
 
31
“Wall Street braced for ‘earnings recession’ as margins fall, US companies struggle to pass on rising labour, transportation and raw material costs,” Financial Times, March 26, 2019.
 
32
See Simon-Kucher & Partners, Global Pricing Study 2014, Bonn 2014.
 
Literatur
1.
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2.
Zurück zum Zitat Sethuraman, R., Tellis, G. J., & Briesch, R. A. (2011). How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities, Journal of Marketing Research, 48(3), pp. 457–471. Sethuraman, R., Tellis, G. J., & Briesch, R. A. (2011). How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities, Journal of Marketing Research, 48(3), pp. 457–471.
3.
Zurück zum Zitat Simon, H., & Fassnacht, M. (2019). Price Management - Strategy, Analysis, Decision, Implementation, New York: Springer Nature.  CrossRef Simon, H., & Fassnacht, M. (2019). Price Management - Strategy, Analysis, Decision, Implementation, New York: Springer Nature.  CrossRef
4.
Zurück zum Zitat Simon, H. (2015). Confessions of the Pricing Man, New York: Springer. CrossRef Simon, H. (2015). Confessions of the Pricing Man, New York: Springer. CrossRef
5.
Zurück zum Zitat Marx, K. (1951). Wages, Prices, and Profits, Marx Engels Selected Works, I, Progress Publishers, Moscow, p. 28. Marx, K. (1951). Wages, Prices, and Profits, Marx Engels Selected Works, I, Progress Publishers, Moscow, p. 28.
6.
Zurück zum Zitat Ariely, D. (2010). Predictably Irrational: The Hidden Forces that Shape Our Decisions, New York: Harper Perennial. Ariely, D. (2010). Predictably Irrational: The Hidden Forces that Shape Our Decisions, New York: Harper Perennial.
7.
Zurück zum Zitat Trevisan, E. (2013). The Irrational Consumer: Applying Behavioural Economics to Your Business Strategy, London: Routledge. Trevisan, E. (2013). The Irrational Consumer: Applying Behavioural Economics to Your Business Strategy, London: Routledge.
8.
Zurück zum Zitat Gourville, J. T., & Soman, D. (1998). Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption, Journal of Consumer Research, 25(2), pp. 160–174. Gourville, J. T., & Soman, D. (1998). Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption, Journal of Consumer Research, 25(2), pp. 160–174.
9.
Zurück zum Zitat Herrmann, A., Brenner, W., & Stadler, R. (2018) Autonomous Driving: How the Driverless Revolution Will Change the World, London: Emerald Publishing, p. 29. CrossRef Herrmann, A., Brenner, W., & Stadler, R. (2018) Autonomous Driving: How the Driverless Revolution Will Change the World, London: Emerald Publishing, p. 29. CrossRef
10.
Zurück zum Zitat Friemel, K., & Malcher, I. (2006). Gewusst wie, McKinsey Wissen, 18, pp. 18–25. Friemel, K., & Malcher, I. (2006). Gewusst wie, McKinsey Wissen, 18, pp. 18–25.
11.
Zurück zum Zitat Siedenbiedel, C. (2014). Revolution der KfZ-Versicherung, FAZnet, January 13. Siedenbiedel, C. (2014). Revolution der KfZ-Versicherung, FAZnet, January 13.
12.
Zurück zum Zitat Zuboff, S. (2015). Die Vorteile der Nachzügler,  Frankfurter Allgemeine Zeitung, March 23, p. 15. Zuboff, S. (2015). Die Vorteile der Nachzügler,  Frankfurter Allgemeine Zeitung, March 23, p. 15.
13.
Zurück zum Zitat Morozov, E. (2013). Unser Leben wird umgekrempelt, Frankfurter Allgemeine Zeitung, November 2, p. 14. Morozov, E. (2013). Unser Leben wird umgekrempelt, Frankfurter Allgemeine Zeitung, November 2, p. 14.
14.
Zurück zum Zitat Craymer, L. (2013). Weigh More, Pay More on Samoa Air, Wall Street Journal Online, April. Craymer, L. (2013). Weigh More, Pay More on Samoa Air, Wall Street Journal Online, April.
15.
Zurück zum Zitat Bertini, M., & Koenigsberg, O. (2020) The Ends Game – How Smart Companies Stop Selling Products and Start Delivering Value, Cambridge: MIT Press. CrossRef Bertini, M., & Koenigsberg, O. (2020) The Ends Game – How Smart Companies Stop Selling Products and Start Delivering Value, Cambridge: MIT Press. CrossRef
16.
Zurück zum Zitat Srinivasan, S., Pauwels, K., Silva-Risso, J., & Hanssens, D. M. (2009). Product Innovations, Advertising, and Stock Returns, Journal of Marketing, 73 (January), pp. 24–43. Srinivasan, S., Pauwels, K., Silva-Risso, J., & Hanssens, D. M. (2009). Product Innovations, Advertising, and Stock Returns, Journal of Marketing, 73 (January), pp. 24–43.
17.
Zurück zum Zitat Thiel, P. (2014). Zero to One. Notes on Startups or How to Build the Future, New York: Crown Publishing Group. Thiel, P. (2014). Zero to One. Notes on Startups or How to Build the Future, New York: Crown Publishing Group.
Metadaten
Titel
Profit Driver: Price
verfasst von
Hermann Simon
Copyright-Jahr
2021
DOI
https://doi.org/10.1007/978-3-030-76702-0_6

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