project-management-vs-program-management

Project Management Vs. Program Management

Critical differences between project management and program management comprise:

1. Scope: as project managers focus on specific projects, program managers coordinate a portfolio of projects.

2. Objectives: where project managers focus on delivering a project timeline, the program manager optimizes for the achievement of multiple projects at a time.

3: stakeholders: project manager work with specific stakeholders to deliver the project. While program managers might work with multiple stakeholders.

4 Timeframe: project managers might be focused on short-term goals, whereas program managers might be more aligned on long-term objectives as they have to ensure success on multiple projects.

ScenarioProject ManagementProgram Management
DefinitionProject management involves planning, executing, and controlling tasks and activities to achieve specific goals within a defined timeframe and budget. Projects have a distinct beginning and end.Program management focuses on coordinating multiple interrelated projects and initiatives that collectively align with an organization’s strategic objectives. Programs often involve managing dependencies and resources across projects.
ScopeProjects have well-defined scopes, objectives, and deliverables. They are temporary endeavors designed to achieve specific outcomes.Programs encompass multiple related projects and activities that contribute to achieving broader organizational goals. They address complex and strategic initiatives.
ObjectiveProject management aims to complete a specific project successfully, meeting its predefined goals and delivering the expected outcomes.Program management aims to ensure that all projects within a program collectively align with the organization’s strategic objectives and deliver maximum value.
DurationProjects have finite durations, ranging from days to years, with defined start and end dates.Programs typically have longer durations and may be ongoing, as they oversee a portfolio of projects that may span several years or align with the organization’s long-term strategy.
Resource AllocationProject managers allocate resources to individual projects, focusing on meeting project-specific needs, such as human resources, budgets, and equipment.Program managers allocate and optimize resources across multiple projects within the program to ensure overall objectives are met efficiently and without resource bottlenecks.
Stakeholder ManagementProject managers primarily manage stakeholders related to their specific project. Communication and stakeholder engagement are project-centric.Program managers engage with a broader set of stakeholders, including those at the organizational level, as they oversee multiple projects that may impact the organization’s strategy and operations.
Risk ManagementProject managers identify and manage risks specific to their project, focusing on factors that may affect project scope, schedule, and budget.Program managers assess risks at the program level, considering how interdependencies between projects may impact program outcomes and organizational goals.
Quality AssuranceProject managers ensure the quality of project deliverables meets predefined standards and requirements. Quality control is project-specific.Program managers establish quality assurance processes that govern the overall program, ensuring consistency in standards and quality across multiple projects.
Change ManagementProject managers may implement change management processes within their project to address changes in project scope, requirements, or objectives.Program managers oversee change management efforts at the program level, focusing on aligning changes across projects and minimizing disruptions to organizational processes.
Budget ManagementProject managers manage project budgets, monitoring expenses and ensuring that the project stays within its approved budget constraints.Program managers manage program budgets, which may include aggregating the budgets of individual projects within the program, aligning them with strategic priorities.
ReportingProject managers provide project-specific reports, focusing on project progress, issues, and performance against project objectives.Program managers provide program-level reports that consolidate information from multiple projects, offering a holistic view of program status, risks, and alignment with strategic goals.
GovernanceProject governance is limited to individual projects and involves project sponsors and stakeholders overseeing project execution.Program governance extends to the program level, involving program sponsors, steering committees, and executive leadership to guide and oversee the program’s strategic alignment and success.
ClosureProject closure involves finalizing all project activities, delivering project outputs, and ensuring that project objectives have been met.Program closure entails evaluating the overall program’s success, ensuring that it aligns with organizational goals, and addressing any outstanding issues or risks across multiple projects.
Career RolesProject managers typically focus on managing individual projects and advancing their careers in project management.Program managers often have more extensive experience and responsibilities, overseeing multiple projects and contributing to an organization’s strategic direction.
Success MetricsProject success is typically measured against predefined criteria, such as meeting project scope, schedule, budget, and quality requirements.Program success is measured based on how effectively the program aligns with strategic objectives, delivers value to the organization, and achieves desired outcomes across all included projects.
Focus on DeliverablesProject management emphasizes the delivery of project-specific deliverables and outputs, with a primary focus on completion within the project’s scope.Program management emphasizes the alignment of project deliverables with the organization’s strategic goals, emphasizing value delivery beyond individual projects.
Resource FlexibilityProject managers may have limited flexibility to allocate resources across projects, as resources are primarily dedicated to specific projects.Program managers have greater resource flexibility, allowing them to allocate and reallocate resources as needed to achieve program objectives and optimize outcomes.
Communication ComplexityProject communication is primarily within the project team and with stakeholders directly involved in the project.Program communication extends to a broader set of stakeholders, including those with organizational, strategic, or program-wide interests.

In the realm of organizational endeavors, project management and program management serve as vital frameworks for planning, executing, and delivering strategic initiatives. While both disciplines share similarities in their focus on achieving objectives within constraints, they differ significantly in scope, complexity, and duration. In this comprehensive exploration, we delve into the definitions, characteristics, key differences, and practical applications of project management and program management.

Definitions and Characteristics

Project Management: Project management involves the application of knowledge, skills, tools, and techniques to meet specific project objectives within defined constraints. A project is a temporary endeavor undertaken to create a unique product, service, or result, with a defined beginning and end. Project management encompasses various phases, including initiation, planning, execution, monitoring, and closure, to ensure the successful delivery of project outcomes on time, within budget, and according to specifications.

Program Management: Program management entails the coordinated management of a portfolio of related projects and activities to achieve strategic objectives and benefits. A program is a collection of interrelated projects and initiatives that are managed and coordinated as a whole to realize strategic goals and benefits that would not be attainable if managed individually. Program management focuses on aligning projects with organizational strategy, optimizing resource allocation, managing dependencies, and delivering value to stakeholders through the effective coordination of multiple projects.

Key Differences

  1. Scope: Project management focuses on managing individual projects with specific objectives, timelines, and deliverables. Program management, on the other hand, deals with overseeing a portfolio of projects and initiatives that are interconnected and contribute to broader strategic goals.
  2. Complexity: Projects are typically characterized by their temporary nature, limited scope, and defined deliverables, making project management more straightforward in terms of complexity. Programs, however, involve managing multiple projects with varying degrees of interdependence, resource sharing, and strategic alignment, adding layers of complexity to program management.
  3. Duration: Projects have finite durations, with clear start and end dates, while programs may span longer timeframes, often extending beyond the completion of individual projects, to realize ongoing strategic benefits and organizational transformation.
  4. Focus: Project management primarily focuses on delivering project objectives within predefined constraints, such as time, cost, quality, and scope. Program management emphasizes strategic alignment, benefits realization, stakeholder engagement, and organizational change management to achieve broader business outcomes.

Practical Applications

Project Management Applications:

  • Developing new products or services.
  • Implementing IT systems or infrastructure upgrades.
  • Constructing buildings or infrastructure projects.
  • Planning and executing marketing campaigns or events.

Program Management Applications:

  • Transforming business processes or operations.
  • Implementing organizational change initiatives.
  • Managing large-scale capital investment programs.
  • Integrating mergers, acquisitions, or divestitures.

Conclusion

In conclusion, while project management and program management share common goals of delivering successful outcomes within constraints, they serve distinct purposes and operate at different levels of organizational complexity. Project management focuses on managing individual projects to achieve specific objectives, while program management involves coordinating multiple projects and initiatives to realize strategic goals and benefits. By understanding the differences between project management and program management and applying the appropriate methodologies and practices to each context, organizations can effectively navigate complexity, optimize resource allocation, and drive meaningful business results in today’s dynamic and competitive landscape.

Related Frameworks, Models, ConceptsDescriptionWhen to Apply
Project Management– The discipline of planning, organizing, securing, managing, leading, and controlling resources to achieve specific goals. A project is a temporary endeavor with a defined beginning and end.– Essential for specific, short-term objectives where the scope, resources, and timeline are defined, such as developing a new software tool or constructing a building.
Program Management– The coordinated management of multiple related projects aimed at improving an organization’s performance. Programs involve several interconnected projects that share a common goal and resources.– Suitable for managing several related projects that are part of a larger strategic objective, such as corporate restructuring or continuous business improvement.
Portfolio Management– The centralized management of one or more portfolios that include identifying, prioritizing, authorizing, managing, and controlling projects and programs to achieve specific strategic business objectives.– Applied in organizations to oversee and align project and program efforts with overarching business goals and manage risks and resources across the portfolio.
Change Management– A systematic approach to dealing with the transition or transformation of an organization’s goals, processes, or technologies. The objective is to implement strategies for effecting change, controlling change, and helping people adapt to change.– Necessary when implementing significant changes within an organization, such as new processes, tools, or organizational restructuring.
Risk Management– The process of identifying, assessing, and controlling threats to an organization’s capital and earnings. These risks could stem from a wide variety of sources including financial uncertainty, legal liabilities, strategic management errors, accidents, and natural disasters.– Crucial for projects and programs of all sizes to mitigate potential negative impacts on outcomes and deliverables.
Agile Project Management– An iterative approach to delivering a project throughout its life cycle. Iterative or agile life cycles are composed of several iterations or incremental steps towards the completion of a project.– Effective in projects requiring flexibility and iterative evaluation of completed work, beneficial in software development and dynamic work environments.
Stakeholder Management– The process by which you organize, monitor, and improve your relationships with stakeholders. It involves systematically identifying people who are impacted by the project and managing their expectations and the information they receive.– Essential for ensuring the successful outcome of a project by aligning stakeholder needs and expectations with project goals.
Resource Allocation– Involves planning, managing, and assigning resources in a way that supports an organization’s strategic goals. Resources can include finances, personnel, technologies, and time.– Important in both project and program management to ensure that the necessary resources are available to achieve planned outcomes.

Project Management

project-management
Project management is critical to any successful business venture, especially within startups. As the project manager, you will be responsible for developing and executing plans that ensure goals are met efficiently. You must also assess risks and anticipate issues to ensure projects move forward without interruption.

Program Management

program-management
Program management is a systematic approach to managing multiple related projects involving planning, organizing, monitoring, and controlling all aspects of the program to meet strategic goals by delivering value through coordinated efforts.

Similarities between Project Management and Program Management:

  • Management Focus: Both project management and program management involve planning, organizing, and coordinating efforts to achieve specific objectives.
  • Goal-Oriented: They are both goal-oriented disciplines, aiming to deliver value and achieve desired outcomes.
  • Risk Management: Both roles involve assessing and managing risks to ensure smooth project or program execution.
  • Monitoring and Control: Both project and program managers need to monitor progress and control activities to stay on track.

Differences between Project Management and Program Management:

  • Scope:
    • Project Management focuses on managing individual projects with a specific scope, objectives, and timeline.
    • Program Management involves coordinating a portfolio of related projects and initiatives to achieve strategic goals.
  • Objectives:
    • Project Managers focus on delivering a single project’s objectives, meeting specific timelines and deliverables.
    • Program Managers optimize for the achievement of multiple projects, aligning them to strategic goals and delivering value across the program.
  • Stakeholders:
    • Project Managers primarily work with stakeholders related to their specific project, ensuring project success.
    • Program Managers work with multiple stakeholders, coordinating efforts across various projects and aligning them with the overall program’s strategic objectives.
  • Timeframe:
    • Project Managers are typically focused on short-term goals, delivering their projects within a defined timeline.
    • Program Managers have a longer-term focus as they need to ensure the success and alignment of multiple projects over an extended period.
  • Approach:
    • Project Management is more focused on the tactical execution of specific tasks to achieve project deliverables.
    • Program Management takes a more strategic approach, aligning projects with organizational goals and ensuring the overall program’s success.
  • Complexity:
    • Project Management deals with individual projects, which may have specific complexities, but not as extensive as managing a program with multiple interrelated projects.
    • Program Management involves handling a higher level of complexity due to the coordination and integration of various projects and their impact on strategic goals.
  • Decision-making Authority:
    • Project Managers have decision-making authority within the scope of their projects.
    • Program Managers often need to make decisions at a higher organizational level to align projects with the broader program objectives.

Case Studies

1. Scope:

Project Management: John is a project manager for a software company, and he’s currently overseeing the development of a new mobile application. His scope is limited to this particular app, ensuring its features are developed, tested, and launched successfully.

Program Management: Sarah is a program manager who oversees multiple software development projects within the company, including John’s mobile application project, a web application development, and an API integration project. She ensures these projects align with the company’s overall software strategy.

2. Objectives:

Project Management: Lucia is responsible for the construction of a new bridge in the city. Her primary objective is to complete the bridge construction on time and within budget.

Program Management: Ravi oversees a program that includes Lucia’s bridge project, the construction of a nearby tunnel, and the renovation of a railway track. His objective is to ensure that all these infrastructures are integrated seamlessly to improve city transportation.

3. Stakeholders:

Project Management: Alice is managing a project to redesign a company’s website. She works closely with the marketing and design teams, gathering feedback and ensuring the new design meets their requirements.

Program Management: Mike manages a program that includes the website redesign, a new marketing campaign, and a customer feedback system. He collaborates with multiple departments like marketing, design, sales, and customer support to ensure all projects align and support each other.

4. Timeframe:

Project Management: David is tasked with organizing a corporate event that will take place in three months. His focus is on the immediate tasks required to make this event successful.

Program Management: Sophia oversees a series of corporate events throughout the year, including David’s event, a quarterly town hall, and an annual leadership retreat. She ensures each event aligns with the company’s long-term branding and employee engagement strategies.

5. Approach:

Project Management: Liam is managing a project to develop a new ice cream flavor. He is concerned with taste tests, ingredient sourcing, and production processes.

Program Management: Maya is in charge of a program to revamp the entire ice cream product line, which includes Liam’s new flavor, rebranding existing flavors, and discontinuing low-performing ones. She ensures the entire line aligns with market trends and company vision.

6. Complexity:

Project Management: Emma oversees the installation of a new accounting software for her company. She deals with data migration, training sessions, and troubleshooting.

Program Management: Oscar manages a program that includes Emma’s software installation, a shift to a new HR system, and the integration of both systems. He manages the complexities of ensuring these systems work together and support business operations.

7. Decision-making Authority:

Project Management: Ethan decides on the color scheme for a new product’s packaging based on market research and the project’s scope.

Program Management: Grace, overseeing a program that encompasses several new product launches, may override Ethan’s decision if she feels a different color scheme better aligns with the company’s broader branding strategy.

Read Next: Portfolio Management, Program Management, Product Management, Project Management.

Read Next: Portfolio Management, Program Management, Product Management, Project Management.

Connected Leadership Concepts And Frameworks

Leadership Styles

leadership-styles
Leadership styles encompass the behavioral qualities of a leader. These qualities are commonly used to direct, motivate, or manage groups of people. Some of the most recognized leadership styles include Autocratic, Democratic, or Laissez-Faire leadership styles.

Agile Leadership

agile-leadership
Agile leadership is the embodiment of agile manifesto principles by a manager or management team. Agile leadership impacts two important levels of a business. The structural level defines the roles, responsibilities, and key performance indicators. The behavioral level describes the actions leaders exhibit to others based on agile principles. 

Adaptive Leadership

adaptive-leadership
Adaptive leadership is a model used by leaders to help individuals adapt to complex or rapidly changing environments. Adaptive leadership is defined by three core components (precious or expendable, experimentation and smart risks, disciplined assessment). Growth occurs when an organization discards ineffective ways of operating. Then, active leaders implement new initiatives and monitor their impact.

Blue Ocean Leadership

blue-ocean-leadership
Authors and strategy experts Chan Kim and Renée Mauborgne developed the idea of blue ocean leadership. In the same way that Kim and Mauborgne’s blue ocean strategy enables companies to create uncontested market space, blue ocean leadership allows companies to benefit from unrealized employee talent and potential.

Delegative Leadership

delegative-leadership
Developed by business consultants Kenneth Blanchard and Paul Hersey in the 1960s, delegative leadership is a leadership style where authority figures empower subordinates to exercise autonomy. For this reason, it is also called laissez-faire leadership. In some cases, this type of leadership can lead to increases in work quality and decision-making. In a few other cases, this type of leadership needs to be balanced out to prevent a lack of direction and cohesiveness of the team.

Distributed Leadership

distributed-leadership
Distributed leadership is based on the premise that leadership responsibilities and accountability are shared by those with the relevant skills or expertise so that the shared responsibility and accountability of multiple individuals within a workplace, bulds up as a fluid and emergent property (not controlled or held by one individual). Distributed leadership is based on eight hallmarks, or principles: shared responsibility, shared power, synergy, leadership capacity, organizational learning, equitable and ethical climate, democratic and investigative culture, and macro-community engagement.

Ethical Leadership

ethical-leadership
Ethical leaders adhere to certain values and beliefs irrespective of whether they are in the home or office. In essence, ethical leaders are motivated and guided by the inherent dignity and rights of other people.

Transformational Leadership

transformational-leadership
Transformational leadership is a style of leadership that motivates, encourages, and inspires employees to contribute to company growth. Leadership expert James McGregor Burns first described the concept of transformational leadership in a 1978 book entitled Leadership. Although Burns’ research was focused on political leaders, the term is also applicable for businesses and organizational psychology.

Leading by Example

leading-by-example
Those who lead by example let their actions (and not their words) exemplify acceptable forms of behavior or conduct. In a manager-subordinate context, the intention of leading by example is for employees to emulate this behavior or conduct themselves.

Leader vs. Boss

leader-vs-boss
A leader is someone within an organization who possesses the ability to influence and lead others by example. Leaders inspire, support, and encourage those beneath them and work continuously to achieve objectives. A boss is someone within an organization who gives direct orders to subordinates, tends to be autocratic, and prefers to be in control at all times.

Situational Leadership

situational-leadership
Situational leadership is based on situational leadership theory. Developed by authors Paul Hersey and Kenneth Blanchard in the late 1960s, the theory’s fundamental belief is that there is no single leadership style that is best for every situation. Situational leadership is based on the belief that no single leadership style is best. In other words, the best style depends on the situation at hand.

Succession Planning

succession-planning
Succession planning is a process that involves the identification and development of future leaders across all levels within a company. In essence, succession planning is a way for businesses to prepare for the future. The process ensures that when a key employee decides to leave, the company has someone else in the pipeline to fill their position.

Fiedler’s Contingency Model

fiedlers-contingency-model
Fielder’s contingency model argues no style of leadership is superior to the rest evaluated against three measures of situational control, including leader-member relations, task structure, and leader power level. In Fiedler’s contingency model, task-oriented leaders perform best in highly favorable and unfavorable circumstances. Relationship-oriented leaders perform best in situations that are moderately favorable but can improve their position by using superior interpersonal skills.

Management vs. Leadership

management-vs-leadership

Cultural Models

cultural-models
In the context of an organization, cultural models are frameworks that define, shape, and influence corporate culture. Cultural models also provide some structure to a corporate culture that tends to be fluid and vulnerable to change. Once upon a time, most businesses utilized a hierarchical culture where various levels of management oversaw subordinates below them. Today, however, there exists a greater diversity in models as leaders realize the top-down approach is outdated in many industries and that success can be found elsewhere.

Action-Centered Leadership

action-centered-leadership
Action-centered leadership defines leadership in the context of three interlocking areas of responsibility and concern. This framework is used by leaders in the management of teams, groups, and organizations. Developed in the 1960s and first published in 1973, action-centered leadership was revolutionary for its time because it believed leaders could learn the skills they needed to manage others effectively. Adair believed that effective leadership was exemplified by three overlapping circles (responsibilities): achieve the task, build and maintain the team, and develop the individual.

High-Performance Coaching

high-performance-coaching
High-performance coaches work with individuals in personal and professional contexts to enable them to reach their full potential. While these sorts of coaches are commonly associated with sports, it should be noted that the act of coaching is a specific type of behavior that is also useful in business and leadership. 

Forms of Power

forms-of-power
When most people are asked to define power, they think about the power a leader possesses as a function of their responsibility for subordinates. Others may think that power comes from the title or position this individual holds. 

Tipping Point Leadership

tipping-point-leadership
Tipping Point Leadership is a low-cost means of achieving a strategic shift in an organization by focusing on extremes. Here, the extremes may refer to small groups of people, acts, and activities that exert a disproportionate influence over business performance.

Vroom-Yetton Decision Model

vroom-yetton-decision-model-explained
The Vroom-Yetton decision model is a decision-making process based on situational leadership. According to this model, there are five decision-making styles guides group-based decision-making according to the situation at hand and the level of involvement of subordinates: Autocratic Type 1 (AI), Autocratic Type 2 (AII), Consultative Type 1 (CI), Consultative Type 2 (CII), Group-based Type 2 (GII).

Likert’s Management Systems

likerts-management-systems
Likert’s management systems were developed by American social psychologist Rensis Likert. Likert’s management systems are a series of leadership theories based on the study of various organizational dynamics and characteristics. Likert proposed four systems of management, which can also be thought of as leadership styles: Exploitative authoritative, Benevolent authoritative, Consultative, Participative.

FourWeekMBA Business Toolbox

Business Engineering

business-engineering-manifesto

Tech Business Model Template

business-model-template
A tech business model is made of four main components: value model (value propositions, missionvision), technological model (R&D management), distribution model (sales and marketing organizational structure), and financial model (revenue modeling, cost structure, profitability and cash generation/management). Those elements coming together can serve as the basis to build a solid tech business model.

Web3 Business Model Template

vbde-framework
A Blockchain Business Model according to the FourWeekMBA framework is made of four main components: Value Model (Core Philosophy, Core Values and Value Propositions for the key stakeholders), Blockchain Model (Protocol Rules, Network Shape and Applications Layer/Ecosystem), Distribution Model (the key channels amplifying the protocol and its communities), and the Economic Model (the dynamics/incentives through which protocol players make money). Those elements coming together can serve as the basis to build and analyze a solid Blockchain Business Model.

Asymmetric Business Models

asymmetric-business-models
In an asymmetric business model, the organization doesn’t monetize the user directly, but it leverages the data users provide coupled with technology, thus have a key customer pay to sustain the core asset. For example, Google makes money by leveraging users’ data, combined with its algorithms sold to advertisers for visibility.

Business Competition

business-competition
In a business world driven by technology and digitalization, competition is much more fluid, as innovation becomes a bottom-up approach that can come from anywhere. Thus, making it much harder to define the boundaries of existing markets. Therefore, a proper business competition analysis looks at customer, technology, distribution, and financial model overlaps. While at the same time looking at future potential intersections among industries that in the short-term seem unrelated.

Technological Modeling

technological-modeling
Technological modeling is a discipline to provide the basis for companies to sustain innovation, thus developing incremental products. While also looking at breakthrough innovative products that can pave the way for long-term success. In a sort of Barbell Strategy, technological modeling suggests having a two-sided approach, on the one hand, to keep sustaining continuous innovation as a core part of the business model. On the other hand, it places bets on future developments that have the potential to break through and take a leap forward.

Transitional Business Models

transitional-business-models
A transitional business model is used by companies to enter a market (usually a niche) to gain initial traction and prove the idea is sound. The transitional business model helps the company secure the needed capital while having a reality check. It helps shape the long-term vision and a scalable business model.

Minimum Viable Audience

minimum-viable-audience
The minimum viable audience (MVA) represents the smallest possible audience that can sustain your business as you get it started from a microniche (the smallest subset of a market). The main aspect of the MVA is to zoom into existing markets to find those people which needs are unmet by existing players.

Business Scaling

business-scaling
Business scaling is the process of transformation of a business as the product is validated by wider and wider market segments. Business scaling is about creating traction for a product that fits a small market segment. As the product is validated it becomes critical to build a viable business model. And as the product is offered at wider and wider market segments, it’s important to align product, business model, and organizational design, to enable wider and wider scale.

Market Expansion Theory

market-expansion
The market expansion consists in providing a product or service to a broader portion of an existing market or perhaps expanding that market. Or yet, market expansions can be about creating a whole new market. At each step, as a result, a company scales together with the market covered.

Speed-Reversibility

decision-making-matrix

Asymmetric Betting

asymmetric-bets

Growth Matrix

growth-strategies
In the FourWeekMBA growth matrix, you can apply growth for existing customers by tackling the same problems (gain mode). Or by tackling existing problems, for new customers (expand mode). Or by tackling new problems for existing customers (extend mode). Or perhaps by tackling whole new problems for new customers (reinvent mode).

Revenue Streams Matrix

revenue-streams-model-matrix
In the FourWeekMBA Revenue Streams Matrix, revenue streams are classified according to the kind of interactions the business has with its key customers. The first dimension is the “Frequency” of interaction with the key customer. As the second dimension, there is the “Ownership” of the interaction with the key customer.

Revenue Modeling

revenue-model-patterns
Revenue model patterns are a way for companies to monetize their business models. A revenue model pattern is a crucial building block of a business model because it informs how the company will generate short-term financial resources to invest back into the business. Thus, the way a company makes money will also influence its overall business model.

Pricing Strategies

pricing-strategies
A pricing strategy or model helps companies find the pricing formula in fit with their business models. Thus aligning the customer needs with the product type while trying to enable profitability for the company. A good pricing strategy aligns the customer with the company’s long term financial sustainability to build a solid business model.

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