The 5 C Model for Value-Based Pricing Transformation
Speaker:
Stephan Liozu, CPP, President & CEO, Ardex / W.W. Henry Company
Stephan has extensive international business and pricing experience and has more than 15 years of professional experience in the industrial and building materials sectors.
Before joining Ardex, Stephan served as the VP and General Manager of Freudenberg & Company. He has also worked The Saint-Gobain Group and Owens Corning. Stephan Liozu holds an MBA in Marketing from Cleveland States University, a European Master degree from Toulouse IAE School of Management in France and attended The General Management Program at Harvard Business School.
Stephan achieved his Certified Pricing Professional designation from The Professional Pricing Society in 2009.
As a PhD candidate, Stephan Liozu studied the organizational and behavioral factors influencing the firm’s adoption of a primary pricing orientation. The results of his initial inquiry suggested that the transformation from cost-based or competition-based to value-based pricing required deep change and the combination of 5 C’s: change, champions, capabilities, confidence and center-led pricing management. Firms that underwent this transformation required an organizational mobilization that would last an average of 5 to 7 years.
Ardex Americas embarked in the transformation process of its pricing orientation in 2008. During this presentation, Stephan Liozu will briefly introduce and review the 5 C model for value-based pricing transformation as well as present Ardex Americas’ transformation case study. He will introduce the various steps of this transformation, how the journey is going and what lies ahead.
Attendees will learn:
New and exciting findings from academic research on how to transform primary pricing orientation
Practical ways and tips to make this transformation successful
The CEO perspective on the importance of pricing and having the right pricing orientation
