Are you one of those that think private Gulfstreams or 737s are nouveau-riche? How about a private Airbus 380 double-decker jumbo jet? It comes with a hefty pricetag: $400 million (SEK 27 billion) and because of its size you won’t be able to land it on every airport. But who cares when you can build [...]

The ultimate purpose of branding is to facilitate price premiums or increase the volume of sold goods. Sometimes the situation is reversed when pricing is used as a tool to increase the attractiveness of a brand. So far, nothing new. Pricing strategy, although important, is old news. To achieve sustainable advantage these days you have [...]