Ever since the launch of the Euro, isolated markets have been a thing of the past. Therefore companies are forced to develop a common pricing policy for all of their sales markets in order to effectively prevent i.e. unwanted parallel imports. In planung & analyse’s special on pricing research, Andreas Jütting and Dr. Michael Koch explain in great detail the current challenges. Furthermore they present a concise approach for the simultaneous optimisation of prices in several countries with the help of the tool AlasCaCEO.