In most industries pricing is widely overlooked and in some, it is greatly misunderstood to be simple and void of art.
Pricing can sit in different functional areas of a business, each with its own advantages and challenges to handle this hot potato.
Finance Generally regards pricing as: something to balance and control. Advantage: access to technical analysis skills and tools. Challenges: commercial thinking. Preference for structure over creativity. May miss some insight into how Value is created and perceived.