Purpose – Two leading technology companies, Intel and H‐P, illustrate both the challenges that managing mature successful products pose and some of the responses companies need to consider. Design/methodology/approach – A major consulting firm studied public data about two firms and...

Purpose – This article advocates putting pricing strategy on the CEO's agenda and considers the new concept of pricing execution – the development of pricing strategy and the implementation of the strategy through a combination of leadership, management practice, and software – from the...