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What is Pricing Power?

In short, pricing power is about a company’s ability to raise prices over a period of time. An ability to raise the cost of a product or a service is the foundation of any power pricing strategy. The logic behind pricing power is as follows - the less value you encapsulate in a product or a service, the greater is the degree of pricing power. Strong pricing power originates from the elasticity of demand driving price elasticity.

Pricing power allows a company to determine the link between price and profit. Essentially, the higher the princess a business can adopt, the higher is the firm’s ability to collect profit and stay competitive. In such a case, pricing power is directly linked to the concept of price elasticity. The phenomenon means that the power price depends on the reactions of clients. For instance, if customers are sensitive to a particular price, there is a great chance of losing clients even with a slight shift in pricing.

Pricing power comes to price elasticity and the ability to raise prices without significant adverse impact on price power.

What is Pricing Power?

Pricing Power Deconstructed

Pricing power is crucial for any given business. Why? There are several elements to consider when answering the question:

  1. Without sufficient power pricing or pricing power, the company faces a particular challenge - raising prices can potentially lessen the elasticity of demand.
  2. With substantial pricing power, the company can offer a unique product that does not have many competitors. It gives a business the ability to raise prices without adverse effects on price power.
  3. The factor of scarcity has the most substantial impact on pricing power. Strong pricing power can manage the scarcity, while weak pricing power will negatively affect any given business.
  4. Finally, power price depend on high demand. The industry with high demand experiences dynamic or surge pricing. It means different external factors affect pricing and determine its direction.

So, what is pricing power? A company can provide products and pricing strategies that acknowledge various factors and withstand scarcity and high demand.

Pricing Power’s Value for Business

As mentioned, one of the significant aspects of pricing power correlates to the company’s ability to withstand competition and meet demand. Price elasticity drives pricing power and helps companies adapt to the shifting purchasing behaviors of consumers.

Yet, in more understandable terms, there are three key sources of value of pricing power for business:

  1. Revenue stabilization. Pricing power is all about streamlining your company’s revenue. Essentially, if a firm can raise prices without losing demand, such a business will get a steady growth rate. Such pricing power is especially crucial for businesses with revenue tied to customer relationships.
  2. Profit maximization. Pricing power grants an opportunity to raise prices at any given point. If a company can raise prices securely, its pricing power is high. In turn, great pricing power translates into profit maximization. How? Simply. Company’s clients will not turn to competitors, which means more money per customer is secured. Yet, to securely raise prices, a company needs a good reputation and a potential contingency plan to meet the price elasticity requirements.
  3. Staying competitive. Pricing power determines whether your company stays competitive. If a business can raise prices without losing clients, it means the firm offers a unique product or service that competitors cannot copy. With a strong pricing power, businesses stay competitive and make sure their products and services are relevant.

Key sources of value of pricing power for business

Pricing power brings revenue, profits, and competitive advantage. Pricing power ensures the company's survival.

Concluding Remarks

Pricing power directly depends on price elasticity, scarcity, and demand. With strong pricing power, companies stay competitive. With weak pricing power, there is a high chance a business will fail if it decides to raise prices for products or services. As a result, before altering prices, make sure your company has strong pricing power at hand.


Find answers to some of the most common questions people have regarding the use of Competera.

What is company pricing power?

A company’s pricing power allows a business to pass costs to customers without any harm inflicted on sales.

Who has the price-setting power?

The pricing power is determined by price elasticity and how clients view the product. Setting the price depends on sellers and buyers.
Pricing Expert, Competera
Pricing Solution Consultant at Competera

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