Companies succeed by being nimble and creative. They realize that change is something they must embrace and that they can't be afraid to try new things even when they fail. Innovation never stops and pricing is just another area of innovation. You can't have a successful business model without having an optimal way to monetize the value that your company creates. Companies like Uber, Google and Amazon continuously look to fine tune their pricing and are not afraid to disrupt markets by changing they way customers pay for their products and services
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