Game Changer

Jean-Manuel Izaret , Arnab Sinha 지음

Wiley 2023년 10월 12일 출간

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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

목차

Acknowledgments 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

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작가정보

저자(글) Jean-Manuel Izaret

저자(글) Arnab Sinha