{"product_id":"monetizing-innovation-how-smart-companies-design-the-product-around-the-price-hardback-9781119240860","title":"Monetizing Innovation; How Smart Companies Design the Product Around the Price (Hardback) 9781119240860","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMonetizing Innovation\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow Smart Companies Design the Product Around the Price\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003e\"Madhavan Ramanujam is to monetization strategy what Bob Marley is to reggae music. You must read this book.\"\u003cbr\u003e—Bill Gurley, Board member of Uber and General Partner at Benchmark\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eMadhavan Ramanujam (Author), Georg Tacke (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119240860, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 3 June 2016\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e256 pages\u003cbr\u003e23.4 x 16 x 2.8 cm, 0.431 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eSurprising rules for successful monetization\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInnovation is the most important driver of growth. Today, more than ever, companies need to innovate to survive. But successful innovation—measured in dollars and cents—is a very hard target to hit. \u003c\/p\u003e \u003cp\u003eCompanies obsess over being creative and innovative and spend significant time and expense in designing and building products, yet struggle to monetize them: 72% of innovations fail to meet their financial targets—or fail entirely. Many companies have come to accept that a high failure rate, and the billions of dollars lost annually, is just the cost of doing business.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMonetizing Innovations argues that this is tragic, wasteful, and wrong.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRadically improving the odds that your innovation will succeed is just a matter of removing the guesswork. That happens when you put customer demand and willingness to pay in the driver seat—when you design the product around the price. It’s a new paradigm, and that opens the door to true game change: You can stop hoping to monetize, and start knowing that you will.\u003c\/p\u003e \u003cp\u003eThe authors at Simon Kucher know what they’re talking about. As the world’s premier pricing and monetization consulting services company, with 800 professionals in 30 cities around the globe, they have helped clients ranging from massive pharmaceuticals to fast-growing startups find success. In Monetizing Innovation, they distil the lessons of thirty years and over 10,000 projects into a practical, nine-step approach. Whether you are a CEO, executive leadership, or part of the team responsible for innovation and new product development, this book is for you, with special sections and checklist-driven summaries to make monetizing innovation part of your company’s DNA. Illustrative case studies show how some of the world’s best innovative companies like LinkedIn, Uber, Porsche, Optimizely, Draeger, Swarovski and big pharmaceutical companies have used principles outlined in this book.\u003c\/p\u003e \u003cp\u003eA direct challenge to the status quo “spray and pray” style of innovation, Monetizing Innovation presents a practical approach that can be adopted by any organization, in any industry. Most monetizing innovation failure point home. Now more than ever, companies must rethink the practices that have lost countless billions of dollars. Monetizing Innovation presents a new way forward, and a clear promise: Go from hope to certainty.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One: The Monetizing Innovation Problem 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 How Innovators Leave Billions on the Table: A Tale of Two Cars 3\u003c\/p\u003e \u003cp\u003eChapter 2 Feature Shocks, Minivations, Hidden Gems, and Undeads: The Four Flavors of Monetizing Innovation Failure 15\u003c\/p\u003e \u003cp\u003eChapter 3 Why Good People Get It Wrong 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two: Nine Surprising Rules for Successful Monetization 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Have the “Willingness-to-Pay” Talk Early: You Can’t Prioritize without It 39\u003c\/p\u003e \u003cp\u003eChapter 5 Don’t Default to a One-Size-Fits-All Solution: Like It or Not, Your Customers Are Different 53\u003c\/p\u003e \u003cp\u003eChapter 6 When Designing Products, Configuration and Bundling is More Science Than Art 63\u003c\/p\u003e \u003cp\u003eChapter 7 Go beyond the Price Point: Five Powerful Monetization Models 79\u003c\/p\u003e \u003cp\u003eChapter 8 Price Low for Market Share or High for Premium Branding? Pick the Winning Pricing Strategy 97\u003c\/p\u003e \u003cp\u003eChapter 9 From Hoping to Knowing: Build an Outside-In Business Case 111\u003c\/p\u003e \u003cp\u003eChapter 10 The Innovation Won’t Speak for Itself: You Must Communicate the Value 121\u003c\/p\u003e \u003cp\u003eChapter 11 Use Behavioral Pricing Tactics to Persuade and Sell: Sometimes Your Customers Will Behave Irrationally 135\u003c\/p\u003e \u003cp\u003eChapter 12 Maintain Your Price Integrity: Avoid Knee-Jerk Repricing 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three: Success Stories and Implementation 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 13 Learning from the Best: Successful Innovations Designed around the Price 163\u003c\/p\u003e \u003cp\u003eThe Porsche Story—Veering Off the Sports Car Track to Create Two Winning Vehicles 164\u003c\/p\u003e \u003cp\u003eLinkedIn—Monetizing the World’s Largest Professional Network 170\u003c\/p\u003e \u003cp\u003eDräger—Collecting the Specs for Successful Industrial Products before Engineering 174\u003c\/p\u003e \u003cp\u003eUber—Monetizing a Disruptive Innovation through Innovative Price Models 182\u003c\/p\u003e \u003cp\u003eSwarovski—The Payoff from Crystal-Clear Ideas on What Consumers Will Pay 188\u003c\/p\u003e \u003cp\u003eOptimizely—How to Price Breakthrough Innovation 194\u003c\/p\u003e \u003cp\u003eInnovative Pharma—How a Customer Value Driven R\u0026amp;D Approach Boosts Success 200\u003c\/p\u003e \u003cp\u003eChapter 14 Implementing the “Designing the Product around the Price” Innovation Process 207\u003c\/p\u003e \u003cp\u003eNotes 219\u003c\/p\u003e \u003cp\u003eIndex 227\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52449458061592,"sku":"9781119240860","price":17.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119240860_292206.jpg?v=1785200285","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/monetizing-innovation-how-smart-companies-design-the-product-around-the-price-hardback-9781119240860","provider":"Freshly Printed Books","version":"1.0","type":"link"}