Overview

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 Game Changer, 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. With research from BCG's Bruce Henderson Institute along with real-world examples, 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.

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Jean-Maneul Izaret (JMI) is the Global Leader of BCG's Marketing, Sales, and Pricing Practice. Before joining BCG in 1997, he received a PhD from �cole 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 codeveloped BCG's intellectual property and software that use artificial intelligence to optimize pricing and promotion strategies. Arnab lives in Philadelphia, Pennsylvania. Kent Klineman is a voice actor and narrator based in Los Angeles. Kent has won a Tony Award, and recently guest starred for the second time on FX's hit show Better Things. He voices a wide variety of characters, and narrates for film, TV, radio, and audiobooks. He is fluent in Spanish, and was represented by Paradigm in New York for Spanish voice-over. Kent has acted all over the US in regional theater, and on Broadway. He is also a playwright and director. His plays have been performed at Circle Rep, Theatre for the New City, and the Road Theatre in LA. Kent's original rock band Blind Pony has played at many of LA's best venues, including The Viper Room, The Mint, and the Echo. He is an active member of the Don La Fontaine VO Lab.

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