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Recommendation
Pricing is more than a numbers game: Pricing models shape businesses and markets, and have ripple effects across societies. Boston Consulting Group partners Jean-Manuel Izaret and Arnab Sinha make the case for approaching pricing strategically, looking beyond value extraction and zero-sum assumptions. Viewing pricing as an opportunity to share value with customers, the authors describe seven pricing models – or “games” – defining how that value gets shared and, in turn, how companies acquire and retain customers. The book includes interesting accounts of how major players like Tesla and Amazon have shaped their industries by adopting innovative pricing models.
Take-Aways
About the Authors
Jean-Manuel Izaret is a senior partner and global leader of the marketing, sales and pricing practice at the Boston Consulting Group (BCG). Previously, he led BCG’s pricing practice for more than a decade. Arnab Sinha is a senior partner and managing director at BCG, leading the pricing practice in the consumer space and in North America.
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