The Pricing Puzzle: How to Understand and Create Impactful Pricing for Your Products - Softcover

Yang, Jan Y.

Softcover

ISBN 10: 3030507769 ISBN 13: 9783030507763

Publisher: Springer, 2020

Synopsis

The price of virtually any product or service can reveal intriguing stories. The author looks back at his own decade-long pricing journey and shares some of the most exciting and insightful pricing stories, allowing readers to see the world from a different angle. From pricing a chilled Coke in Tehran, to iPhone, to explaining the fall of MUJI, this book reveals the rationales behind and outcomes of various pricing strategies. The author also presents a number of stories from China, a "price wonderland" in which he, both as a consumer and a pricing consultant, has observed unconventional pricing practices rarely found elsewhere, such as the frequent use of negative prices among tech unicorns, i.e., sellers paying consumers to use their products.

Structured as a collection of short stories, the book offers a delightful and eye-opening reading experience for business owners, managers, and anyone interested in understanding what prices are, and how pricing works and interacts withus as customers.

About this title

About the Author

Jan Y. Yang is the Managing Director at Simon-Kucher & Partners, one of the world's leading consulting firms specializing in pricing, and is in charge of the firm’s China business. He holds a PhD degree in management as well as an MBA degree from WHU - Otto Beisheim School of Management in Germany. Apart from his consulting work, he teaches courses on 'Hidden Champions and Pricing Strategy' for entrepreneurs, executives and business students at leading institutions such as Tsinghua University (China) and Cheung Kong Graduate School of Business (China), among other institutions. 

From the Back Cover

The price of virtually any product or service can reveal intriguing stories. The author looks back at his own decade-long pricing journey and shares some of the most exciting and insightful pricing stories, allowing readers to see the world from a different angle. From pricing a chilled Coke in Tehran, to iPhone, to explaining the fall of MUJI, this book reveals the rationales behind and outcomes of various pricing strategies. The author also presents a number of stories from China, a "price wonderland" in which he, both as a consumer and a pricing consultant, has observed unconventional pricing practices rarely found elsewhere, such as the frequent use of negative prices among tech unicorns, i.e., sellers paying consumers to use their products.

Structured as a collection of short stories, the book offers a delightful and eye-opening reading experience for business owners, managers, and anyone interested in understanding what prices are, and how pricing works and interacts with us as customers.

Edition details

• Publisher: Springer
• Publication date: 2020
• Language: English
• ISBN 10: 3030507769
• ISBN 13: 9783030507763
• Binding: Paperback
• Edition number: 1
• Number of pages: 186