Management Programmes in Marketing & Sales

Vlerick expertise in Marketing & Sales

1. Business Today: A Red Queen’s Race

   Do you remember Wonderland? It’s the setting for Lewis Carroll’s 1865 children’s novel, Alice in Wonderland. It’s a land where nothing is as it seems and where the rules change constantly. And who has the power to change the rules of the game. The Red Queen. But what does a land that was invented have to do with business today? Quite a lot, actually! The unpredictable rules of Wonderland are often used as a metaphor for today’s turbulent business environment.

2. What is the right price?

   Pricing matters. It’s one of the most critical drivers of profit in any company. Yet it is one of the least understood. And as a business skill, the capacity to set prices strategically is also one of the most undervalued. Too often, business managers rely on gut feeling, on assumptions, past experience, experiments or simple cost-plus models to set prices.