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 | 111 | Founded | 6 years ago | Last Issue | 8 days ago |
| Active | |||||
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thepricingconundrum.substack.comLatest Issues
The Sandals Resorts Paradox: When Does “Free” Stop Freeing the Customer?
Summary: While pricing decision makers have long relied on flat-rate pricing (or all-inclusive pricing in the resort industry) to drive initial customer choice, a tension arises during the actual consumption experience. Prepay...
Buying AI Once, Justifying AI Twice: Customer Valuation and the 2026 AI Renewal Cliff
Summary. As 2026 renewal deadlines approach, many enterprise AI contracts will be judged less by hype and more by the performance metrics and the politics within the organization. In this post, I argue that renewal decisions w...
AI Pricing Has a Serious Customer Problem
Summary. Virtually every pricing strategy we associate with SaaS offerings, from per-seat subscriptions and free tiers to volume discounts for big enterprise customers, was developed during a 40-year period when the incremental cost o...
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 that price-change...
Predicate AI: Pricing an AI-Native Deposition Tool at Launch Teaching Note
Predicate AI is a case study about a startup founder deciding on a pricing for an AI tool targeted to plaintiff-side law firms. This is its teaching note.
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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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