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Monetizing Innovation de Madhavan Ramanujam

Monetizing Innovation

Autor Madhavan Ramanujam, Georg Tacke
en Limba Engleză Hardback – 3 iun 2016

Suntem de părere că inovația fără o strategie de monetizare clară este doar o formă costisitoare de experiment. Observăm că majoritatea companiilor investesc resurse enorme în design și funcționalități, sperând că profitul va urma natural, însă statistica de 72% eșec ne indică o realitate dură. Monetizing Innovation oferă cititorului un set riguros de instrumente practice: cadre de lucru pentru discuțiile timpurii despre preț, șabloane pentru configurarea și gruparea produselor (bundling) și liste de verificare menite să transforme monetizarea într-un proces previzibil, integrat în ADN-ul companiei. Abordarea autorilor Madhavan Ramanujam și Georg Tacke diferă de cea din Innovation in Pricing prin caracterul său mult mai puțin abstract și extrem de aplicabil. În timp ce alte lucrări analizează inovația ca pe un fenomen academic, această carte este un manual de execuție. Structura este împărțită strategic în două secțiuni: prima definește anatomia eșecului prin concepte precum „șocul funcționalităților” sau „minivațiile”, iar a doua prezintă cele nouă reguli fundamentale pentru succes. Apreciem progresia logică de la capitolul despre segmentarea clienților până la cel despre comunicarea valorii, demonstrând că prețul nu este o cifră stabilită la final, ci un element de design. Prin studii de caz relevante de la Uber sau LinkedIn, autorii demonstrează cum trecerea la un model „outside-in” elimină presupunerile. Față de What Customers Want, care se concentrează pe nevoile funcționale, Monetizing Innovation forțează echipa de dezvoltare să prioritizeze doar acele caracteristici pentru care piața este dispusă să plătească, transformând inovația dintr-un joc de noroc într-o știință a profitabilității.

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Specificații

ISBN-13: 9781119240860
ISBN-10: 1119240867
Pagini: 256
Ilustrații: illustrations
Dimensiuni: 156 x 244 x 26 mm
Greutate: 0.52 kg
Editura: Wiley
Locul publicării:Hoboken, United States

De ce să citești această carte

Recomandăm această carte managerilor și antreprenorilor care doresc să elimine incertitudinea din procesul de lansare a produselor. Veți învăța cum să integrați testarea disponibilității de plată încă din faza de concept, evitând risipa de capital. Este un ghid esențial pentru a trece de la „speranța de a monetiza” la certitudinea că produsul vostru are un model financiar viabil și o piață pregătită să îl susțină.

Despre autor

Madhavan Ramanujam și Georg Tacke sunt parteneri în cadrul Simon-Kucher & Partners, considerată cea mai importantă firmă de consultanță în pricing și monetizare la nivel mondial. Cu o experiență cumulată de peste trei decenii și mii de proiecte gestionate pentru start-up-uri și giganți farmaceutici, autorii sunt recunoscuți pentru transformarea strategiilor de preț în motoare de creștere economică. Ramanujam este considerat un vizionar în domeniu, fiind descris de lideri din Silicon Valley drept o figură centrală pentru strategiile moderne de monetizare.

Descriere

Surprising rules for successful monetization

Innovation 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. 

Companies 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.

Monetizing Innovations argues that this is tragic, wasteful, and wrong.
Radically 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.

The 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.

 

A 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.

 

Textul de pe ultima copertă

A Revolutionary Challenge to Traditional Thinking About Innovation
"In a world in which nearly three–quarters of all new products or services miss their revenue and profit goals, Monetizing Innovation should be required reading for all product and marketing leaders. I cannot overstate the importance of this groundbreaking new work."
Leela Srinivasan, Chief Marketing Officer, Lever
"I must really compliment the authors on writing a first–rate book. They stress the importance of starting an innovation project with marketing and pricing in mind before building anything. More specifically, they show how companies need to carefully identify the target market and the price that the target customers would be willing to pay for the innovation, as if it were already available."
Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management and author of "Winning at Innovation"
"Madhavan Ramanujam is to monetization strategy is what Bob Marley is to reggae music. You must read this book."
Bill Gurley, Board member of Uber and General Partner at Benchmark
"We launch a new collection twice a year, so a systematic approach to monetizing these innovations is critical for us. The practical, effective and counterintuitive guidance in Monetizing Innovation has helped us tremendously."
Christoph Kargruber, Executive Vice President of Innovation & Product Management, Swarovski
"The lessons in this book are highly relevant for the automotive industry, where we can expect to see more change in the next 5 10 years than we saw in the last 50. As General Motors continues to lead this change in the industry, Monetizing Innovation will be an excellent blueprint for maintaining competitive advantage."
Stefan Jacoby, Executive Vice President & President International, General Motors
"Optimizely uses the principles outlined in this book, which remind us that the products we deliver to our customers must align to their willingness to pay for them. This book offers invaluable lessons for growth companies at all stages."
Dan Siroker, Co–Founder and CEO, Optimizely

Cuprins

Foreword xi
Acknowledgments xiii
PART ONE: THE MONETIZING INNOVATION PROBLEM 1
Chapter 1 How Innovators Leave Billions on the Table: A Tale of Two Cars 3
Chapter 2 Feature Shocks, Minivations, Hidden Gems, and Undeads: The Four Flavors of Monetizing Innovation Failure 15
Chapter 3 Why Good People Get It Wrong 33
PART TWO: NINE SURPRISING RULES FOR SUCCESSFUL MONETIZATION 37
Chapter 4 Have the Willingness–to–Pay Talk Early: You Can t Prioritize without It 39
Chapter 5 Don t Default to a One–Size–Fits–All Solution: Like It or Not, Your Customers Are Different 53
Chapter 6 When Designing Products, Configuration and Bundling is More Science Than Art 63
Chapter 7 Go beyond the Price Point: Five Powerful Monetization Models 79
Chapter 8 Price Low for Market Share or High for Premium Branding? Pick the Winning Pricing Strategy 97
Chapter 9 From Hoping to Knowing: Build an Outside–In Business Case 111
Chapter 10 The Innovation Won t Speak for Itself: You Must Communicate the Value 121
Chapter 11 Use Behavioral Pricing Tactics to Persuade and Sell: Sometimes Your Customers Will Behave Irrationally 135
Chapter 12 Maintain Your Price Integrity: Avoid Knee–Jerk Repricing 149
PART THREE: SUCCESS STORIES AND IMPLEMENTATION 161
Chapter 13 Learning from the Best: Successful Innovations Designed around the Price 163
The Porsche Story Veering Off the Sports Car Track to Create Two Winning Vehicles 164
LinkedIn Monetizing the World s Largest Professional Network 170
Dräger Collecting the Specs for Successful Industrial Products before Engineering 174
Uber Monetizing a Disruptive Innovation through Innovative Price Models 182
Swarovski The Payoff from Crystal–Clear Ideas on What Consumers Will Pay 188
Optimizely How to Price Breakthrough Innovation 194
Innovative Pharma How a Customer Value Driven R&D Approach Boosts Success 200
Chapter 14 Implementing the Designing the Product around the Price Innovation Process 207
Notes 219
Index 227

Notă biografică

MADHAVAN RAMANUJAM is a Board Member and Partner at Simon–Kucher & Partners, based in the San Francisco/Silicon Valley office. He has provided advice to companies of all sizes, ranging from Fortune 500s to startups. He has led more than 125 monetization projects for Internet, Software and Technology clients, and has helped bring numerous new products to market.
GEORG TACKE is co–CEO of Simon–Kucher & Partners. Over the last 25 years he has helped develop the firm from a small boutique to a global consultancy with over 900 employees. Georg is regarded as one of the leading international pricing and monetization experts. In this area he also acts as a personal consultant to C–level executives in various industries.
SIMON–KUCHER & PARTNERS is the world′s largest pricing consultancy. For more than 30 years it has been helping companies boost their sales and profits through superior monetization strategies. Simon–Kucher is active in all major markets; currently the global network spans 32 offices in 22 countries.