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Figure Figure 1 Go-to-market & pricing

The adjustment burden sits outside the menu

A price change can carry three different adjustment burdens. The bars show a conceptual ordering only, not the size of any firm's costs.

A horizontal bar chart with three conceptual adjustment burdens. Mechanical menu change is shown at one, organizational coordination at two, and customer relationship at three. The values are an illustrative ordering, not measured costs.1234Mechanical menu change1Organizational coordination2Customer relationship3Illustrative ordering only, not a measured scale
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Reference & Evidence

Source: Author's conceptual model grounded in Fabiani et al. (2006) and Zbaracki et al. (2004). The ordering is illustrative, not a measured cost ratio.

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