Growth is great, but in hard times earning money is more important for most companies and therefore there is a lot of focus on margins these days.
"Business leaders know that prices that are easy to explain and defend to customers are important for growth and have immediate positive effects on the margins. Business leaders therefore task Pricing Managers with the development of high-quality pricing methods. They also task Product Management with the development of products and services with competitive characteristics, to maintain the competitive edge. And they task Purchasing Managers to negotiate low purchase prices to reduce the cost of goods"
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