Strategic Movements April 2023


Tim J. Smith, PhD
Founder and CEO, Wiglaf Pricing

Published April 11, 2023

Deere & Company, Trane Technologies, Republic Services, and Eaton.


  • Share an executive level understanding of the importance of price.
  • Have built out their pricing team and tools.
  • Earned a rating of 5 of 5 Vertebrae in their Pricing Spineometer.
  • Provide evidence that significantly raising prices in 2022 was possible without harming volume growth.
  • Indicate that raising profitability in 2023 will face greater headwind as the potential gains from reduced challenges in input supplies and low plant productivity have been captured.

They differ in:

  • Industry varies across manufacturing to services.
  • Price structures, timing and method of price changes, importance of deal pricing versus new offering pricing.

What will you gain from their Pricing Spineometer™ case studies?

Chart your path to 5 of 5 vertebrae in your Pricing Spineometer and improve your profits with Wiglaf Pricing. Includes competitive benchmarks, a 67-point corporate inspection, and a three-year pricing improvement roadmap.

About The Author

Tim J. Smith, PhD, is the founder and CEO of Wiglaf Pricing, an Adjunct Professor of Marketing and Economics at DePaul University, and the author of Pricing Done Right (Wiley 2016) and Pricing Strategy (Cengage 2012). At Wiglaf Pricing, Tim leads client engagements. Smith’s popular business book, Pricing Done Right: The Pricing Framework Proven Successful by the World’s Most Profitable Companies, was noted by Dennis Stone, CEO of Overhead Door Corp, as "Essential reading… While many books cover the concepts of pricing, Pricing Done Right goes the additional step of applying the concepts in the real world." Tim’s textbook, Pricing Strategy: Setting Price Levels, Managing Price Discounts, & Establishing Price Structures, has been described by independent reviewers as “the most comprehensive pricing strategy book” on the market. As well as serving as the Academic Advisor to the Professional Pricing Society’s Certified Pricing Professional program, Tim is a member of the American Marketing Association and American Physical Society. He holds a BS in Physics and Chemistry from Southern Methodist University, a BA in Mathematics from Southern Methodist University, a PhD in Physical Chemistry from the University of Chicago, and an MBA with high honors in Strategy and Marketing from the University of Chicago GSB.