Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society

ISBN-13: 9781394190584 / Twarda / 2023 / 272 str.

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Spis treści

AcknowledgmentsIntroduction: Changing the pricing conversation 4Part I: Changing the Pricing Conversation 26Introduction to Part I 27Chapter 1 Three information sources 33Chapter 2 Four economic frameworks 50Chapter 3 Seven games in the Strategic Pricing Hexagon 63Chapter 4 Six market forces 84Chapter 5 What the Hex? The political angles of pricing decisions 93Chapter 6 What's next? The design of pricing models 107Part II: Winning the seven pricing games 124Introduction to Part II 125Chapter 7 The Value Game: When art trumps science 127Chapter 8 The Uniform Game: The all-time classic 138Chapter 9 The Cost Game: Where efficiency reigns 154Chapter 10 The Power Game: When every move counts 168Chapter 11 The Custom Game: Making sense of the chaos 184Chapter 12 The Choice Game: Framing options for customers 201Chapter 13 The Dynamic Game: When everything matters 220Part III: Changing your Pricing Game 236Introduction to Part III 237Chapter 14 Innovation: Seizing a step-change opportunity 239Chapter 15 As-a-service: Growing with your customer 248Chapter 16: AI: Perfecting price differentiation 258Chapter 17 Channel: Going direct to consumers 268Chapter 18 Scale: Achieving the ultimate cost advantage 280Chapter 19 Free: Competing with the most magical price point 292Part IV: Shaping society through pricing decisions 305Introduction to Part IV 306Chapter 20 Fairness: How to differentiate prices across customers 307Chapter 21 Equitable pricing: How buyers and sellers share value 322Chapter 22 Access: How pricing can eradicate diseases 336Chapter 23 Green Premium: How to shape demand for sustainable solutions 352Chapter 24 CO2: How to encourage lower carbon emissions 368Chapter 25: Impact: How progressive pricing can scale social ventures 381Epilogue 397Appendix: About the StudiesAbout the AuthorsIndex

O autorze

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.