John Wiley & Sons Game Changer Cover The right pricing strategy can change the entire trajectory of a business, a market, and even societ.. Product #: 978-1-394-19058-4 Regular price: $41.96 $41.96 Auf Lager

Game Changer

How Strategic Pricing Shapes Businesses, Markets, and Society

Izaret, Jean-Manuel / Sinha, Arnab


1. Auflage Oktober 2023
432 Seiten, Hardcover
Wiley & Sons Ltd

ISBN: 978-1-394-19058-4
John Wiley & Sons

Jetzt kaufen

Preis: 44,90 €

Preis inkl. MwSt, zzgl. Versand

Weitere Versionen


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

Epilogue 397

Appendix: About the Studies

About the Authors

JEAN-MANUEL IZARET (JMI) is the Global Leader of BCG's Marketing, Sales, and Pricing Practice. Before joining BCG in 1997, he received a PhD from École Centrale in Paris.

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.