Digital pricing strategy: capturing value from digital innovations
Gespeichert in:
| Weitere Verfasser: | , |
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| Format: | Buch |
| Sprache: | English |
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London
Routledge
2023
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| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xxviii, 311 Seiten Illustrationen |
| ISBN: | 9781032127712 9781032127729 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | Contents List of Figures List of Tables xvii xxi List of Contributors xxiii Acknowledgments xxvii Introduction 1 Motivation for the book 2 Gathering of the best experts in the world 3 Structure of the book 4 Key questions and future areasofresearch 7 References 7 SECTION 1 DIGITAL PRICING 1 9 The Essential Ingredient for More Effective Digital Pricing: Value 11 Changing the script in digital pricing strategy 11 How to measure value for use in digital pricing 12 Leveraging technology to measure value 12 Evaluating value-based digital pricing over time 13 The dangers of a good/better/best model 14 The powerful pairing of value pricing and value selling 14 CVM and the direct impact on SaaS pricing 15 Building value synergies in digital pricing and selling 15 Bio 16 ix
CONTENTS 2 Publish Your Prices 19 Setting the stage 19 Spirit Airlines versus Southwest Airlines 20 The SaaS imperative 20 Practicing value-based pricing 21 Lowering barriers to buy 21 Enabling customer self-selection 22 Demonstrating customer-centricity 23 24 Conclusion . Bio 3 4 5 x 25 References 26 Dynamic Pricing Process: How to Transition from Fixed to Dynamic Pricing? 27 Overcoming the paradigm of fixed prices 27 Forms of dynamic pricing 28 . Dynamic pricing: Price differences over time 28 Personalized pricing: Price differences among consumers 28 Dynamic pricing process 29 Dynamic pricing strategy 30 Dynamic price setting 30 Context factors for price setting 32 Dynamic pricing implementation 34 Dynamic pricing auditing 35 Conclusion 35 Acknowledgments 36 Bio 36 References 37 Realizing Your Monetization Potential Needs Customer Value Management 39 Introducing customer value management 40 The changing customer 41 All subscription businesses will need to behave like software businesses 41 So, what does a successful customer value management strategy look like? 42 Value management starts with discovery 42 The next evolution of CRM 43 Value of CVM to a B2B software company 44 Conclusion 45 Bios 45 Measure and Quantify the Value of Your Digital Solution 49 Competition redefined! 50 What is your basis for true differentiation? 52 Choosing and using dollarization techniques 54 Difficulties in dollarizing data-driven and digital offers 56 Value modeling: Expressing relative value in money terms 57
CONTENTS The must-do tasks for dollarization 58 Bio 59 Note 60 SECTION 2 SOFTWARE AND SUBSCRIPTION-BASED PRICING 6 61 Price Increase for Discounted Customers in SaaS: Pricing Research Description and Success Story 63 Understanding value creation versus price realization 7 8 9 63 Case study introduction 65 Revenue engine diagnostics 66 Impact modeling and risk reduction 66 Marking leakage implementation and project ROI 67 Conclusions 68 Bio 68 SaaS Pricing: From Subscriptions to Usage-Based Pricing Models 71 Pricing: An important, yet neglected activity 71 Price-setting approaches in the software industry 72 Price getting in the software industry: Extreme levels of discounting 74 Software pricing models 74 Best practices of usage-based pricing models 75 Capabilities critical for implementing usage-based pricing models in SaaS 77 Conclusion 79 References 80 The Digital Pricing Framework: Best Practices in B2B Pricing and Offer Design 83 Introduction 83 The digital pricing framework 83 The road to value-based digital commercial offers 85 Strategy (the 10,000-foot view) 87 Price-value analysis (the 2,000-foot view) 87 Commercial structure (the 500-foot view) 90 Financial analysis (ground-level view) 94 Conclusion 95 Bio 95 References 96 Tapping into the Subscriber Psychology with Good/Better/Best: Is There an Optimal Ratio between Tiers? 97 Executive summary 97 The shift to usership is accelerating 97 The shift from product-centric to subscriber-centric 98 Linear, product-centric model 98 xi
CONTENTS Dynamic, subscriber-centric model 98 Why good/better/best? 101 The beer trial 103 Finding the right balance: How to build a GBB package 103 Design tiers to address the needs of your customer segments 111 Deploy pricing strategy based on your organizational maturity and market positioning 10 114 Bios 115 References 118 Value-Based Pricing of Smart-Product-Service Offerings in the Manufacturing Industry 119 Introduction 119 Framework for pricing smart-product-service offerings 120 Smart-product-service-system design Value determination 11 121 . 123 Price model design 125 Price metric design 127 Four pricing patterns for smart-product-service offerings 129 Conclusions 131 Bio 131 References 132 Price Sensitivity Meter and Conjoint Analysis as Tools for Setting Your Industrial Subscription Pricing 135 Part 1: How to run a price sensitivity meter exercise 135 Bio 139 Part 2: A practical guide to conjoint analysis: Injecting more confidence into your strategic pricing decisions Bio 139 147 SECTION 3 xii THE VALUE AND PRICING OF DATA 149 12 151 Overcoming Real-World Challenges in B2B Digital Pricing Transformation Introduction 151 The team 152 Project or product? 152 Data 153 Technology and technical skills 153 Algorithms and models 154 Testing and auditability 155 Integrations 155 Continuous experimentation (A/В testing) 155 Conclusions 155 Bio 156
CONTENTS 13 Holistic Approach to Market Segmentation of Industrial Smart Services: What Is the True Value of Data? 14 15 16 159 Introduction 159 Industrial market segmentation 161 Alternative framework: Defining the key triggers from a buyer s perspective 162 The process: Results of pilot project 167 Conclusions 169 Bio 170 References 171 Three Considerations for Data Monetization and Value Creation in the Digital Age 173 Introduction 173 First consideration: The four stages of data monetization 173 Second consideration: Creating a data strategy that deliversvalue 176 Third consideration: Value engineering—The secret sauce for data science success 180 Bio 184 Note 185 References 185 The Economics of Al: How to Shift Data Projects fromCost to Revenue Center 187 Introduction 187 The economics of Al 187 The cost of enterprise Al 188 Capitalization and reuse 191 Capitalization and reuse with an Al platform 192 Conclusion 193 Bios 193 References 194 The Pricing of Data: An Interview with Jian Pei, Simon Fraser University 195 Bio 201 SECTION 4 THE PRICING OF PLATFORMS AND MARKETPLACES 17 18 203 Marketplace Monetization Methods 205 Monetization methods 205 Current trends in marketplace monetization 210 Bio 212 Note 213 The Monetization of Marketplaces and Platforms in theContext of Web 3.0 215 Introduction 215 Web 1.0: The read-only web 215 Web 2.0: The interactive and social web 216 In the latter part of Web 2.0, the sharing economy took hold 216 xiii
CONTENTS Web 3.0 is about to take hold, here is where things get really interesting 19 220 Conclusion 221 Bio 221 Reference 222 Pricing in Platforms and Marketplaces: A Primer in Understanding All the Dimensions of the Pricing Problem and Opportunity in Marketplace Platforms 223 Platforms offer complex pricing opportunities 223 Pricing in the marketplace 223 _ Pricing the product side of your platform strategy 226 Another pricing context: Your extensions platform 228 Pricing and unit economics 229 How to use pricing strategically in platforms and marketplaces Conclusions 20 218 The future benefits ֊ 230 233 Bio 233 References 234 Online Pricing Experimentation 235 Introduction 235 Why experiment 236 Steps in a pricing experiment 238 How should pricing experimentation be organized? 245 Summary 246 Acknowledgments 246 Bio 246 References 247 SECTION 5 PRICING AND ARTIFICIAL INTELLIGENCE 21 22 xiv 249 Artificial Intelligence and Its Impact on Pricing Technology 251 Introduction 251 Fourteen ways Al impacts and improves pricing 251 Bio 254 References 255 Why Al Transformations Should Start with Pricing 259 Why pricing is an excellent target 259 A CPG company s Al pricing transformation 260 Three key steps to success 261 Bios 262 Acknowledgments 262 References 263
CONTENTS 23 24 25 Digitization of B2B Pricing: A Fundamental Shift Required 265 Introduction 265 Changing B2B buyer needs 267 How does B2B pricing need to change to meet the needs of the new B2B buyer? 270 Bio 272 References 273 Value-Based Offers Assisted by Artificial Intelligence 275 Al methodology 277 Making the value-based offers relevant and personalized 280 Making the platform agile, aligned, and actionable 282 Bios 283 References 285 Digital Transformation: How to Convert a Buzzword into Real Bottom-Line Value 287 Demystifying digital transformation 287 Empowering B2B buyers and sellers with digital commerce 288 Improve the omnichannel experience with deal negotiation 288 Where human intelligence and artificial intelligence converge 290 Achieving and measuring commercial excellence 293 A practical example: World-leading water technology company Xylem enables value based pricing for 1 million product configurations 295 Not a project, a transformation 298 A practical example: Molex s commitment to commercial excellence 298 So, who owns pricing? 298 A practical example: How a $150 billlon+ integrated health care services company reimagined its strategic outlook toward pricing Conclusion 300 300 Bios 302 References 303 Index 305 XV
|
| adam_txt |
Contents List of Figures List of Tables xvii xxi List of Contributors xxiii Acknowledgments xxvii Introduction 1 Motivation for the book 2 Gathering of the best experts in the world 3 Structure of the book 4 Key questions and future areasofresearch 7 References 7 SECTION 1 DIGITAL PRICING 1 9 The Essential Ingredient for More Effective Digital Pricing: Value 11 Changing the script in digital pricing strategy 11 How to measure value for use in digital pricing 12 Leveraging technology to measure value 12 Evaluating value-based digital pricing over time 13 The dangers of a good/better/best model 14 The powerful pairing of value pricing and value selling 14 CVM and the direct impact on SaaS pricing 15 Building value synergies in digital pricing and selling 15 Bio 16 ix
CONTENTS 2 Publish Your Prices 19 Setting the stage 19 Spirit Airlines versus Southwest Airlines 20 The SaaS imperative 20 Practicing value-based pricing 21 Lowering barriers to buy 21 Enabling customer self-selection 22 Demonstrating customer-centricity 23 24 Conclusion . Bio 3 4 5 x 25 References 26 Dynamic Pricing Process: How to Transition from Fixed to Dynamic Pricing? 27 Overcoming the paradigm of fixed prices 27 Forms of dynamic pricing 28 . Dynamic pricing: Price differences over time 28 Personalized pricing: Price differences among consumers 28 Dynamic pricing process 29 Dynamic pricing strategy 30 Dynamic price setting 30 Context factors for price setting 32 Dynamic pricing implementation 34 Dynamic pricing auditing 35 Conclusion 35 Acknowledgments 36 Bio 36 References 37 Realizing Your Monetization Potential Needs Customer Value Management 39 Introducing customer value management 40 The changing customer 41 All subscription businesses will need to behave like software businesses 41 So, what does a successful customer value management strategy look like? 42 Value management starts with discovery 42 The next evolution of CRM 43 Value of CVM to a B2B software company 44 Conclusion 45 Bios 45 Measure and Quantify the Value of Your Digital Solution 49 Competition redefined! 50 What is your basis for true differentiation? 52 Choosing and using dollarization techniques 54 Difficulties in dollarizing data-driven and digital offers 56 Value modeling: Expressing relative value in money terms 57
CONTENTS The must-do tasks for dollarization 58 Bio 59 Note 60 SECTION 2 SOFTWARE AND SUBSCRIPTION-BASED PRICING 6 61 Price Increase for Discounted Customers in SaaS: Pricing Research Description and Success Story 63 Understanding value creation versus price realization 7 8 9 63 Case study introduction 65 Revenue engine diagnostics 66 Impact modeling and risk reduction 66 Marking leakage implementation and project ROI 67 Conclusions 68 Bio 68 SaaS Pricing: From Subscriptions to Usage-Based Pricing Models 71 Pricing: An important, yet neglected activity 71 Price-setting approaches in the software industry 72 Price getting in the software industry: Extreme levels of discounting 74 Software pricing models 74 Best practices of usage-based pricing models 75 Capabilities critical for implementing usage-based pricing models in SaaS 77 Conclusion 79 References 80 The Digital Pricing Framework: Best Practices in B2B Pricing and Offer Design 83 Introduction 83 The digital pricing framework 83 The road to value-based digital commercial offers 85 Strategy (the 10,000-foot view) 87 Price-value analysis (the 2,000-foot view) 87 Commercial structure (the 500-foot view) 90 Financial analysis (ground-level view) 94 Conclusion 95 Bio 95 References 96 Tapping into the Subscriber Psychology with Good/Better/Best: Is There an Optimal Ratio between Tiers? 97 Executive summary 97 The shift to usership is accelerating 97 The shift from product-centric to subscriber-centric 98 Linear, product-centric model 98 xi
CONTENTS Dynamic, subscriber-centric model 98 Why good/better/best? 101 The beer trial 103 Finding the right balance: How to build a GBB package 103 Design tiers to address the needs of your customer segments 111 Deploy pricing strategy based on your organizational maturity and market positioning 10 114 Bios 115 References 118 Value-Based Pricing of Smart-Product-Service Offerings in the Manufacturing Industry 119 Introduction 119 Framework for pricing smart-product-service offerings 120 Smart-product-service-system design Value determination 11 121 . 123 Price model design 125 Price metric design 127 Four pricing patterns for smart-product-service offerings 129 Conclusions 131 Bio 131 References 132 Price Sensitivity Meter and Conjoint Analysis as Tools for Setting Your Industrial Subscription Pricing 135 Part 1: How to run a price sensitivity meter exercise 135 Bio 139 Part 2: A practical guide to conjoint analysis: Injecting more confidence into your strategic pricing decisions Bio 139 147 SECTION 3 xii THE VALUE AND PRICING OF DATA 149 12 151 Overcoming Real-World Challenges in B2B Digital Pricing Transformation Introduction 151 The team 152 Project or product? 152 Data 153 Technology and technical skills 153 Algorithms and models 154 Testing and auditability 155 Integrations 155 Continuous experimentation (A/В testing) 155 Conclusions 155 Bio 156
CONTENTS 13 Holistic Approach to Market Segmentation of Industrial Smart Services: What Is the True Value of Data? 14 15 16 159 Introduction 159 Industrial market segmentation 161 Alternative framework: Defining the key triggers from a buyer's perspective 162 The process: Results of pilot project 167 Conclusions 169 Bio 170 References 171 Three Considerations for Data Monetization and Value Creation in the Digital Age 173 Introduction 173 First consideration: The four stages of data monetization 173 Second consideration: Creating a data strategy that deliversvalue 176 Third consideration: Value engineering—The secret sauce for data science success 180 Bio 184 Note 185 References 185 The Economics of Al: How to Shift Data Projects fromCost to Revenue Center 187 Introduction 187 The economics of Al 187 The cost of enterprise Al 188 Capitalization and reuse 191 Capitalization and reuse with an Al platform 192 Conclusion 193 Bios 193 References 194 The Pricing of Data: An Interview with Jian Pei, Simon Fraser University 195 Bio 201 SECTION 4 THE PRICING OF PLATFORMS AND MARKETPLACES 17 18 203 Marketplace Monetization Methods 205 Monetization methods 205 Current trends in marketplace monetization 210 Bio 212 Note 213 The Monetization of Marketplaces and Platforms in theContext of Web 3.0 215 Introduction 215 Web 1.0: The read-only web 215 Web 2.0: The interactive and social web 216 In the latter part of Web 2.0, the sharing economy took hold 216 xiii
CONTENTS Web 3.0 is about to take hold, here is where things get really interesting 19 220 Conclusion 221 Bio 221 Reference 222 Pricing in Platforms and Marketplaces: A Primer in Understanding All the Dimensions of the Pricing Problem and Opportunity in Marketplace Platforms 223 Platforms offer complex pricing opportunities 223 Pricing in the marketplace 223 _ Pricing the 'product side' of your platform strategy 226 Another pricing context: Your extensions platform 228 Pricing and unit economics 229 How to use pricing strategically in platforms and marketplaces Conclusions 20 218 The future benefits ֊ 230 233 Bio 233 References 234 Online Pricing Experimentation 235 Introduction 235 Why experiment 236 Steps in a pricing experiment 238 How should pricing experimentation be organized? 245 Summary 246 Acknowledgments 246 Bio 246 References 247 SECTION 5 PRICING AND ARTIFICIAL INTELLIGENCE 21 22 xiv 249 Artificial Intelligence and Its Impact on Pricing Technology 251 Introduction 251 Fourteen ways Al impacts and improves pricing 251 Bio 254 References 255 Why Al Transformations Should Start with Pricing 259 Why pricing is an excellent target 259 A CPG company's Al pricing transformation 260 Three key steps to success 261 Bios 262 Acknowledgments 262 References 263
CONTENTS 23 24 25 Digitization of B2B Pricing: A Fundamental Shift Required 265 Introduction 265 Changing B2B buyer needs 267 How does B2B pricing need to change to meet the needs of the new B2B buyer? 270 Bio 272 References 273 Value-Based Offers Assisted by Artificial Intelligence 275 Al methodology 277 Making the value-based offers relevant and personalized 280 Making the platform agile, aligned, and actionable 282 Bios 283 References 285 Digital Transformation: How to Convert a Buzzword into Real Bottom-Line Value 287 Demystifying digital transformation 287 Empowering B2B buyers and sellers with digital commerce 288 Improve the omnichannel experience with deal negotiation 288 Where human intelligence and artificial intelligence converge 290 Achieving and measuring commercial excellence 293 A practical example: World-leading water technology company Xylem enables value based pricing for 1 million product configurations 295 Not a project, a transformation 298 A practical example: Molex's commitment to commercial excellence 298 So, who owns pricing? 298 A practical example: How a $150 billlon+ integrated health care services company reimagined its strategic outlook toward pricing Conclusion 300 300 Bios 302 References 303 Index 305 XV |
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code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034352148&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-034352148</subfield></datafield></record></collection> |
| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV049090414 |
| illustrated | Illustrated |
| index_date | 2024-07-03T22:29:45Z |
| indexdate | 2024-07-10T09:55:03Z |
| institution | BVB |
| isbn | 9781032127712 9781032127729 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034352148 |
| oclc_num | 1395907125 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR |
| owner_facet | DE-355 DE-BY-UBR |
| physical | xxviii, 311 Seiten Illustrationen |
| publishDate | 2023 |
| publishDateSearch | 2023 |
| publishDateSort | 2023 |
| publisher | Routledge |
| record_format | marc |
| spelling | Digital pricing strategy capturing value from digital innovations edited by Stephan M. Liozu and Andreas Hinterhuber London Routledge 2023 xxviii, 311 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Geschichte 1820-2022 gnd rswk-swf Innovation (DE-588)4027089-0 gnd rswk-swf Wirtschaftssystem (DE-588)4117663-7 gnd rswk-swf Sozialismus (DE-588)4055785-6 gnd rswk-swf Multimediaprodukt (DE-588)4465385-2 gnd rswk-swf Digitalisierung (DE-588)4123065-6 gnd rswk-swf Wirtschaftsentwicklung (DE-588)4066438-7 gnd rswk-swf Preispolitik (DE-588)4047118-4 gnd rswk-swf Pricing Value Marketing / Technological innovations Strategic planning BUSINESS & ECONOMICS / Strategic Planning BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Corporate Finance (DE-588)4123623-3 Lehrbuch gnd-content Digitalisierung (DE-588)4123065-6 s Innovation (DE-588)4027089-0 s Multimediaprodukt (DE-588)4465385-2 s Preispolitik (DE-588)4047118-4 s DE-604 Sozialismus (DE-588)4055785-6 s Wirtschaftssystem (DE-588)4117663-7 s Wirtschaftsentwicklung (DE-588)4066438-7 s Geschichte 1820-2022 z Liozu, Stephan (DE-588)1059319721 edt Hinterhuber, Andreas (DE-588)171422589 edt Erscheint auch als Online-Ausgabe 978-1-00-322619-2 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034352148&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Digital pricing strategy capturing value from digital innovations Innovation (DE-588)4027089-0 gnd Wirtschaftssystem (DE-588)4117663-7 gnd Sozialismus (DE-588)4055785-6 gnd Multimediaprodukt (DE-588)4465385-2 gnd Digitalisierung (DE-588)4123065-6 gnd Wirtschaftsentwicklung (DE-588)4066438-7 gnd Preispolitik (DE-588)4047118-4 gnd |
| subject_GND | (DE-588)4027089-0 (DE-588)4117663-7 (DE-588)4055785-6 (DE-588)4465385-2 (DE-588)4123065-6 (DE-588)4066438-7 (DE-588)4047118-4 (DE-588)4123623-3 |
| title | Digital pricing strategy capturing value from digital innovations |
| title_auth | Digital pricing strategy capturing value from digital innovations |
| title_exact_search | Digital pricing strategy capturing value from digital innovations |
| title_exact_search_txtP | Digital pricing strategy capturing value from digital innovations |
| title_full | Digital pricing strategy capturing value from digital innovations edited by Stephan M. Liozu and Andreas Hinterhuber |
| title_fullStr | Digital pricing strategy capturing value from digital innovations edited by Stephan M. Liozu and Andreas Hinterhuber |
| title_full_unstemmed | Digital pricing strategy capturing value from digital innovations edited by Stephan M. Liozu and Andreas Hinterhuber |
| title_short | Digital pricing strategy |
| title_sort | digital pricing strategy capturing value from digital innovations |
| title_sub | capturing value from digital innovations |
| topic | Innovation (DE-588)4027089-0 gnd Wirtschaftssystem (DE-588)4117663-7 gnd Sozialismus (DE-588)4055785-6 gnd Multimediaprodukt (DE-588)4465385-2 gnd Digitalisierung (DE-588)4123065-6 gnd Wirtschaftsentwicklung (DE-588)4066438-7 gnd Preispolitik (DE-588)4047118-4 gnd |
| topic_facet | Innovation Wirtschaftssystem Sozialismus Multimediaprodukt Digitalisierung Wirtschaftsentwicklung Preispolitik Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034352148&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT liozustephan digitalpricingstrategycapturingvaluefromdigitalinnovations AT hinterhuberandreas digitalpricingstrategycapturingvaluefromdigitalinnovations |