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Game Changer
Book

Game Changer

How Strategic Pricing Shapes Businesses, Markets, and Society

Jean-Manuel Izaret and Arnab Sinha
Wiley, 2023

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Editorial Rating

7

Qualities

  • Innovative
  • Applicable
  • Concrete Examples

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

  • By adopting a strategic approach to pricing, business leaders can drive growth and performance.
  • In the Value Game, businesses deliver unique products or services whose prices reflect the value to the customer.
  • In the Uniform Game, companies set a single, optimal price for all buyers.

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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    J. H. 5 months ago
    The authors should have shared examples of companies and industries the use each of these pricing strategies they explained. While I understood most of the strategies I had a hard time recognizing where and to what extent these were applied.
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      4 months ago
      Well said