Abstract. The right pricing of products is one of the most important issues concerning the development of companies' financial performance. Prices should be low enough to attract customers and at the same time high enough to cover all the emerged costs and expected profits. This research illustrates how self-organizing maps (SOM) can be used for pricing purposes. We show how changes in a company's pricing policies would affect the company's pricing position. The study illustrates clearly that companies have different possibilities to change their pricing positions. The SOM method is new and can be applied in many different ways through different pricing simulations.

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