If you have pricing power, it means you can make price changes (read: increases) without too much resistance from your customers. But why do companies, be it established businesses as well as startups, struggle with price increases? Of course it could be because they don't have pricing power, but very often it is just as much because they have an internal feeling that it will be difficult. Very often a perception based in gut feel rather than fact.
With price research, companies can make much more fact based decisions, which our friends over at Stratinis write about here: http://blog.stratinis.com/pricing-brand-health
Also check our PriceBeam's innovative price research service that at very affordable prices deliver strong and quick market insights about customers' willingness-to-pay.