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How Smart Companies Design the Product Around the Price
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"Madhavan Ramanujam is to monetization strategy what Bob Marley is to reggae music. You must read this book." Bill Gurley, Board member of Uber and General Partner at Benchmark
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MADHAVAN RAMANUJAM is a Board Member and Partner at Simon-Kucher & Partners, based in the San Francisco/Silicon Valley office. He has provided advice to companies of all sizes, ranging from Fortune 500s to startups. He has led more than 125 monetization projects for Internet, Software and Technology clients, and has helped bring numerous new products to market. GEORG TACKE is co-CEO of Simon-Kucher & Partners. Over the last 25 years he has helped develop the firm from a small boutique to a global consultancy with over 900 employees. Georg is regarded as one of the leading international pricing and monetization experts. In this area he also acts as a personal consultant to C-level executives in various industries. SIMON-KUCHER & PARTNERS is the world's largest pricing consultancy. For more than 30 years it has been helping companies boost their sales and profits through superior monetization strategies. Simon-Kucher is active in all major markets; currently the global network spans 32 offices in 22 countries.
Foreword xi Acknowledgments xiii PART ONE: THE MONETIZING INNOVATION PROBLEM 1 Chapter 1 How Innovators Leave Billions on the Table: A Tale of Two Cars 3 Chapter 2 Feature Shocks, Minivations, Hidden Gems, and Undeads: The Four Flavors of Monetizing Innovation Failure 15 Chapter 3 Why Good People Get It Wrong 33 PART TWO: NINE SURPRISING RULES FOR SUCCESSFUL MONETIZATION 37 Chapter 4 Have the Willingness-to-Pay Talk Early: You Can t Prioritize without It 39 Chapter 5 Don t Default to a One-Size-Fits-All Solution: Like It or Not, Your Customers Are Different 53 Chapter 6 When Designing Products, Configuration and Bundling is More Science Than Art 63 Chapter 7 Go beyond the Price Point: Five Powerful Monetization Models 79 Chapter 8 Price Low for Market Share or High for Premium Branding? Pick the Winning Pricing Strategy 97 Chapter 9 From Hoping to Knowing: Build an Outside-In Business Case 111 Chapter 10 The Innovation Won t Speak for Itself: You Must Communicate the Value 121 Chapter 11 Use Behavioral Pricing Tactics to Persuade and Sell: Sometimes Your Customers Will Behave Irrationally 135 Chapter 12 Maintain Your Price Integrity: Avoid Knee-Jerk Repricing 149 PART THREE: SUCCESS STORIES AND IMPLEMENTATION 161 Chapter 13 Learning from the Best: Successful Innovations Designed around the Price 163 The Porsche Story Veering Off the Sports Car Track to Create Two Winning Vehicles 164 LinkedIn Monetizing the World s Largest Professional Network 170 Drager Collecting the Specs for Successful Industrial Products before Engineering 174 Uber Monetizing a Disruptive Innovation through Innovative Price Models 182 Swarovski The Payoff from Crystal-Clear Ideas on What Consumers Will Pay 188 Optimizely How to Price Breakthrough Innovation 194 Innovative Pharma How a Customer Value Driven R&D Approach Boosts Success 200 Chapter 14 Implementing the Designing the Product around the Price Innovation Process 207 Notes 219 Index 227