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Profile: Dale Furtwengler

I help companies get higher prices for their products/services regardless of what their competitors or the economy are doing.

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Articles by Dale Furtwengler
The Destruction of Value

The Destruction of Value

Strategy

Concerned about your competitors leapfrogging you and destroying your value?  You shouldn’t be.  You and your organization do a much better job than they ever will. If you doubt that,... read more

Predictable: Amazon’s Price Increase

Predictable: Amazon’s Price Increase

Strategy

In my December 16, 2013 post, Amazon: Pricing to Extinction?, I predicted that Amazon would be raising prices.  I have to admit that the increase occurred earlier than I anticipated.... read more

A Tale of Two Pricing Strategies

A Tale of Two Pricing Strategies

Strategy

Imagine two companies.  One touts the results the customer can expect and charges premium prices, the other touts its low prices.  Which one wins? The two companies are Verizon and... read more

QUICK Value Adding Strategies

QUICK Value Adding Strategies

Strategy

You’ve decided to sell your business and you’re wondering “Is there anything I can do quickly to increase its value?  Indeed, there is.  Here are a couple of things that... read more

Can You Add Value?

Can You Add Value?

Strategy

If you think I’m asking about your organization’s capabilities, I’m not.  Then where, exactly, does the ability to add value lie? In your customer’s mind.  I’m constantly amazed by how... read more


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Price Wars: Market Saturation or Innovation Implosion?

Price Wars: Market Saturation or Innovation Implosion?

Marketing

The telecom industry is embarking upon a price war as noted in a recent Barron’s article, Verizon Offers Best Value to Investors Amid Telecom Price Wars. Typically price wars begin... read more

The Problem with Priced to Sell

The Problem with Priced to Sell

Marketing

Priced to sell, an article appearing in Bdaily Business News, touts the use of auctions to ‘achieve maximum value’ from sales.  According to the author, auctions allow “Sellers to have... read more

The High Price of Being Too Clever

The High Price of Being Too Clever

Strategy

“Any intelligent fool can make things bigger and more complex… It takes a touch of genius – and a lot of courage to move in the opposite direction.” – Albert... read more

What is an Industry Leader?

What is an Industry Leader?

Leadership

‘Industry leader’ is one of the financial press’ favorite phrases, yet how often do they define the term?  What makes one company, above all others, the industry leader?  More importantly,... read more

Changing Prices, Changing Value?

Changing Prices, Changing Value?

Strategy

A newscast reported that some companies are changing prices as often as 5,000 times a day.  Why are they doing this?  How well is it working?  More importantly, what implications... read more

A 'Pricing' Problem?

A ‘Pricing’ Problem?

Strategy

I recently had a truly unusual experience facilitating a discussion about pricing.  What made it unusual?  There wasn’t one question about pricing.  Yet every person there described their ‘problem’ as... read more

Innovation, Marketing and the Economy in 2014

Innovation, Marketing and the Economy in 2014

Business Innovation

A Marketing Week article, ‘Marketers prepared to take more risks in 2014,’ by Lara O’Reilly stated “…42 per cent of marketers said they have noticed an increase in management buy-in... read more

Communicating Price Increases

Communicating Price Increases

Strategy

“We’re the dumbest business people in the world.  We post our prices in two foot high numbers atop 20 foot high posts.” said the executive of a local oil distributor... read more

To Bundle or Not to Bundle?

To Bundle or Not to Bundle?

Strategy

Business owners can’t seem to win.  If they bundle their offerings, customers ask for itemization of the various components with the price of each clearly stated.  If business owners offer... read more

The Allure of Low Prices

The Allure of Low Prices

Marketing

I missed the irony on my first read of the email in which a marketing firm talked about pricing.  The second reading left me laughing.  It never ceases to amaze... read more