Value Pricing at Procter & Gamble (B)

The transition to value pricing required changes in product development as well as in the roles of brand managers and the sales force, and coincided with a significant drop in both shipments and sales. In championing such a radical change, Durk Jager had put not only his own job on the line, but also the fate of the entire company. May be used with Value Pricing at Procter & Gamble (A).