Macs have long earned a premium over comparable Windows PCs. The Mac represents a good case study for this business problem. However, there’s a bigger strategic question in the background: How can companies create and sustain consistently higher prices than their key competitors over the long term? There are tools like conjoint analysis that can help product strategists test price directly via consumer research. Product strategists struggle with the issue of value all the time: What constitutes a revenue-maximizing price for my product, given the audience I’m targeting, the competition I’m trying to beat, the channel for purchase, and the product’s overall value proposition?
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