The Pricing Conundrum
Utpal DholakiaProviding insight into pricing strategy, best practices, consumer psychology, and case studies from a variety of industries.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 117 | Founded | 6 years ago | Last Issue | 4 days ago |
| Active | |||||
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thepricingconundrum.substack.comLatest Issues
From Diocletian’s Edict to Netflix’s Email: A History of Explaining Price Changes
Summary. From Diocletian’s stone edicts to Netflix’s carefully worded emails communicating price increases, this post introducing a new series traces how price changes have been communicated across history. It argues t...
Streamline Energy Partners: Teaching Note & Financial Analysis
This case focuses on pricing strategy within the capital-intensive midstream energy sector, which transports natural gas and other hydrocarbons from production areas to processing plants and markets. After analyzing this case, participants...
Outcome-Based Pricing as Insurance: Understanding the Risks of Pricing AI for Results
Summary. Outcome-based pricing is premised on a straightforward promise to customers: “pay only for performance.” But for vendors, that promise is tantamount to an insurance policy. They charge a fixed premium for results whil...
In Defense of FIFA’s Dynamic Ticket Pricing for the World Cup
Summary. FIFA’s 2026 World Cup ticket pricing has been attacked as another case of dynamic pricing gone wrong. In this piece, I argue that this criticism may be misplaced for several reasons. FIFA’s dynamic pricing approach did raise...
Outcome-based Pricing in Practice: What Outcomes Are AI Companies Really Charging For?
Summary. Outcome-based pricing promises that customers pay only when an AI agent delivers a result, but the cases of Zendesk, HubSpot, and Salesforce show that the hard part is defining the outcome itself. What counts as a resolved ti...
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Authors
The writers behind this newsletter.
Marketing professor at Rice University & independent consultant. Writes about pricing and customer experience.
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