Trilogy Corporation: Customer Value-Based Pricing

Steve Meyer, the chief marketing officer at Trilogy, was evaluating the best way to move forward with an innovative customer value-based pricing approach for its enterprise software solutions. Trilogy had radically transformed its business from a product-centric organization to a customer-centric organization, and value-based pricing was a pillar of this transformation. Meyer had to evaluate three pricing approaches: traditional license-based, subscription-based, and gain-sharing. He had to assess which pricing approach Trilogy and Trilogyfs clients would prefer, and the conditions under which gain-sharing pricing would work. He also had to address several adoption barriers that were preventing customers from embracing the gain-sharing pricing approach.