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(1) The importance of appropriate pricing strategies in order to meet company needs for market segmentation and penetration, customer willingness to pay, and competition; and (2) The planning of e-business initiatives for companies that are established and which have only limited e-business experience, if any. On the one hand, as Simchi-Levi, Kaminsky, and Simchi-Levi (2008) note, businesses must address issues of price and demand if they are to succeed in moving inventory, convincing potential buyers to purchase products, and generally managing revenue via the processes of smart pricing. On the other hand, companies that want to maximize revenues and market share are increasingly challenged to do so by maximizing their use of the Web using an e-business planning process, described by Basu and Muylle (2007), as involving identification of possibilities, analysis of functional scope of projects, analysis of project sustainability, and finally, prioritizing e-business projects. Taken together, these two distinct but related areas demonstrate the importance for any business regardless of its sector or marketplace of combining smart pricing and business vehicle maximization. Companies that do not grow (in terms of revenues, markets, and reach) are companies that will ultimately fail. Given that most businesses have invested substantially in technology products, it is necessary for these businesses to use their technology resources to maximize revenue. Equally significant is the development of techniques for pricing goods and services in a manner that is designed to appeal to many people, rather than one type of customer or market. Smart pricing tactics, including differential and dynamic pricing, are important but the Internet offers companies even greater variety in terms of pricing because of a lower buyer search price and visibility. These are issues worthy of extensive consideration by managers who are challenged to maximize their company’s return on investment. References
Basu, A. & Muylle, S. (2007). How to plan e-business initiatives in established companies. MIT Sloan Management Review, 49(1), 28-36.
Simchi-Levi, D., Kaminsky, P., & Simchi-Levi, E. (2008). Designing and Managing the Supply Chain. Boston: McGraw Hill Irwin.

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