How Strategic Pricing Shapes Businesses, Markets, and Society
1. Auflage Oktober 2023
432 Seiten, Hardcover
Wiley & Sons Ltd
Preis: 44,90 €
Preis inkl. MwSt, zzgl. Versand
The right pricing strategy can change the entire trajectory of a business, a market, and even society at large. To help you create your best pricing strategy efficiently and confidently, two leaders from BCG are introducing fresh perspectives on pricing that take you far beyond the realm of mind-numbing numbers.
In their new book Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society, Jean-Manuel Izaret and Arnab Sinha simplify and clarify pricing strategy by integrating its many frameworks and concepts into seven distinct pricing games, each with its own proven tools, rules, forces, and structures. To help you pick the right game and play it well, Izaret and Sinha have developed the Strategic Pricing Hexagon, a tool refined through years of testing, iteration, and adaptation. The Hexagon is your portal to a business world where stronger growth and better financial performance come from a set of strategic pricing decisions, not endless myopic quests for optimal prices.
But more than that, the Hexagon will change the way you think about and talk about pricing. The current conversation around pricing - as expressed through economics textbooks, Excel spreadsheets, political discourse, and educated guesswork - makes it easy to believe that pricing is nothing more than a technical, tactical and, for most people, boring game of numbers. Game Changer changes that conversation bysharing stories and research that bring the Hexagon and its seven pricing games to life.
With research from BCG's Bruce Henderson Institute and real-world examples from the world's most influential companies, the authors and their colleagues at BCG define pricing strategy as a business leader's or business owner's conscious decisions about how money flows in their market. They show how companies succeed in the long term when they focus on collaborative growth and value sharing with customers, not zero-sum value extraction from them.
Discover how you can create and implement a winning pricing strategy that changes the trajectory of your business, your market, and even society.
Introduction: Changing the pricing conversation 4
Part I: Changing the Pricing Conversation 26
Introduction to Part I 27
Chapter 1 Three information sources 33
Chapter 2 Four economic frameworks 50
Chapter 3 Seven games in the Strategic Pricing Hexagon 63
Chapter 4 Six market forces 84
Chapter 5 What the Hex? The political angles of pricing decisions 93
Chapter 6 What's next? The design of pricing models 107
Part II: Winning the seven pricing games 124
Introduction to Part II 125
Chapter 7 The Value Game: When art trumps science 127
Chapter 8 The Uniform Game: The all-time classic 138
Chapter 9 The Cost Game: Where efficiency reigns 154
Chapter 10 The Power Game: When every move counts 168
Chapter 11 The Custom Game: Making sense of the chaos 184
Chapter 12 The Choice Game: Framing options for customers 201
Chapter 13 The Dynamic Game: When everything matters 220
Part III: Changing your Pricing Game 236
Introduction to Part III 237
Chapter 14 Innovation: Seizing a step-change opportunity 239
Chapter 15 As-a-service: Growing with your customer 248
Chapter 16: AI: Perfecting price differentiation 258
Chapter 17 Channel: Going direct to consumers 268
Chapter 18 Scale: Achieving the ultimate cost advantage 280
Chapter 19 Free: Competing with the most magical price point 292
Part IV: Shaping society through pricing decisions 305
Introduction to Part IV 306
Chapter 20 Fairness: How to differentiate prices across customers 307
Chapter 21 Equitable pricing: How buyers and sellers share value 322
Chapter 22 Access: How pricing can eradicate diseases 336
Chapter 23 Green Premium: How to shape demand for sustainable solutions 352
Chapter 24 CO2: How to encourage lower carbon emissions 368
Chapter 25: Impact: How progressive pricing can scale social ventures 381
Appendix: About the Studies
About the Authors
As a Bruce Henderson Institute Fellow, he has studied pricing model innovations in technology, biopharma, industrial goods, financial services, and consumer services. He also explored how pricing and economic models could help solve issues such as education and climate-change mitigation.
JMI lives in Berkeley, California.
ARNAB SINHA is a Senior Partner and Managing Director at BCG where he leads the Pricing Practice for North America and for the consumer sector. Prior to joining BCG in 2005, he received a PhD from the Massachusetts Institute of Technology.
Arnab develops pricing strategies in sectors as diverse as airlines, automotive, beverages, food, luxury goods, and restaurants. He co-developed BCG's intellectual property and software that use artificial intelligence to optimize pricing and promotion strategies.
Arnab lives in Philadelphia, Pennsylvania.