The traditional view of pricing in business focuses on using the power of pricing as a lever to increase profitability. A small price change can result in over 20-50% increase in profit margins. However, that is just one dimension of how the power of pricing can be used. A contemporary view of pricing strategy includes other dimensions of pricing as a strong lever for growth, managing demand, and improving quality of life, environmental sustainability, and health care outcomes. This forward-looking mindset can leverage a pricing strategy aligned with growth, social change, and profitability. In this session with Saloni Firasta Vastani, Associate Professor in the Practice of Marketing, you will learn best practices that firms such as Coca-Cola, Unilever, Delta Air Lines, and many others use to develop pricing strategies aligned with financial and societal outcomes.