Developing a scalable demand-side company : strategic resources and positioning

Abstract

This thesis develops a strategic positioning for a consulting company operating in the demand-side of the business, that will utilize a strategic framework "create-capture- deliver" and help its customers to generate value using massive smallscale experimentations. The thesis addresses questions like best target industries, using human capital as a strategic resource of the company, and managing strategic partnerships. Efficient price optimization has become a competitive edge for many industries. Constant review of prices by pricing consultants may be an essential tool for some industries and companies but totally unacceptable for others. This study helps to clarify who would appreciate the service of price optimization. The study further provides insights on the types of firms that would need pricing services and how they can both integrate such services into their daily operations and turn such services into strategic advantage.