How can management accountants contribute to pricing problems?


30 March, 2023

12:30 pm - 1:30 pm BST


How can management accountants contribute to pricing problems?

Location: Virtual

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Break-even analysis is a practical alternative to elasticity calculations and can be extended to segmentation problems such as international and product range pricing. There is also a potential contribution in calculating economic value to customer, the cornerstone of value-based pricing. Other topics include customer negotiations and sales incentive schemes.

Product information


Pricing receives limited attention in textbooks.

This webinar shows how management accountants can contribute to value-based pricing, especially in calculating economic value to customer. The use of break-even analysis as an alternative to elasticity-based calculations will be demonstrated and its extension to segmentation problems such as international pricing and price changes within product ranges. The aim is to demonstrate the potential contribution of management accounting to a range of pricing problems.

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Programme outline

During this webinar we will cover:

• Potential contribution of management accounting in value-based companies

• Use of break-even analysis in pricing and its use in international and product range pricing

• How to help in customer negotiations and setting sales incentives

Professor David Dugdale, University of Bristol

Professor David Dugdale has spent many years in academia, moving from the University of the West of England to Bristol University in 2003. He has published numerous research papers on a variety of management accounting topics including investment decision-making, costing history, activity-based costing and the theory of constraints.

He was awarded the CIMA shield for his work with Bristol branch and continues to serve on the CIMA R&D Panel. He presented master-courses for the institute on budgeting and throughput accounting.

Before joining academia he worked in industry and headed up a department where his responsibilities included costing, budgeting and forecasting.

In short, the speaker has wide management accounting experience and his interest in pricing led to the recent publication of a book, Strategic Pricing and Management Accounting. His work in writing this book provides the material on which this webcast is based.