Accenture, a leading global professional services company, has announced its agreement to acquire Vocatus, a management consultancy known for its innovative use of behavioral economics in developing pricing strategies for both business-to-business and business-to-consumer models. Although the financial terms of the acquisition were not disclosed, this strategic move signals Accenture’s commitment to expanding its modeling capabilities in Europe.

Vocatus: Pioneering Behavioral Economics in Business

Vocatus, based in Munich, Germany, brings over 50 experts in behavioral economics to Accenture’s Corporate Strategy, Growth and Pricing division. With a history spanning nearly 25 years, Vocatus has carved a niche in various sectors like financial services, media, and telecommunications. The company’s proprietary GRIPS method, verified in over 500 studies across 30 countries since 2008, specializes in identifying purchasing behavior and buyer types in specific markets. This acquisition will significantly enhance Accenture’s ability to provide clients with advanced price levels and sales optimization techniques.

A Competitive Edge in Market Positioning

Johannes Trenka, Accenture’s strategy, growth, and pricing lead in Europe, highlighted the acquisition’s role in giving clients a competitive edge and improving market positions. The addition of Vocatus’s behavior-based pricing approach is expected to complement Accenture’s existing offerings in growth and efficiency strategies, particularly in pricing and sales optimization.

Christina Raab, Accenture’s market unit lead for Germany, Austria, and Switzerland, emphasized the changing business and customer needs, especially in volatile times. Raab pointed out that Vocatus’s in-depth knowledge in pricing strategies and modeling will support clients in modernizing sales operations and boosting profitability, building resilience, and staying competitive in the long term.

Prof. Florian Bauer, a member of the executive board of Vocatus, expressed enthusiasm about the new opportunities that Accenture’s global presence will bring. He envisioned taking behavioral pricing and selling to new heights across various industries, offering holistic solutions for strategic pricing and tactical price execution.

Subject to customary closing conditions, this acquisition promises to reinforce Accenture’s position as a leader in strategic business consultancy, particularly in the realm of pricing strategies informed by behavioral economics.

  Accenture, Christina Raab, Germany, Johannes Trenka, Munich, Vocatus