Integrated Manufacturing Systems (IMS) produces customized manufacturing systems for industrial manufacturing firms. Unlike any other firms in the industry, they provide on-site maintenance and troubleshooting for each of their machines, which their customers value almost more than the machines themselves. They have just received new benchmarking data that suggests their pricing is slightly above average for firms in their industry, which is growing rapidly. As IMS enters a new fiscal year, they are considering changes to their pricing strategy.

First, identify which generic business strategy IMS currently follows and provide evidence to support your choice. Next, evaluate what changes, if any, you recommend to its pricing that is, should IMS increase, maintain, or decrease prices? Support your recommendation. Just two or three sentences for each.