Abstract
This paper delves into the intricacies of pricing strategies in the agricultural sector, with a particular focus on fruits and vegetables in Uzbekistan. The analysis spans historical pricing practices, the evolving landscape of new product introductions, and the intersection of innovation and pricing. It emphasizes the need for businesses, especially in the agricultural realm, to treat pricing with the same seriousness as product or business model innovation. The paper explores various pricing approaches, including cost-based, competition-based, and customer value-based strategies, drawing attention to their implications for market positioning and navigating pricing complexities. Furthermore, it discusses the global challenges of obesity and the role of pricing strategies in shaping consumer behavior. The proposed single case study approach aims to fill a noticeable gap in the literature regarding the pricing strategy of new agricultural products, particularly in transition economies
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