Strategic and Innovative Pricing Price Models for a Digital Economy 1st Edition by Mathias Cöster, Einar Iveroth, Nils Göran Olve, Carl Johan Petri, Alf Westelius 0367148706 9780367148706

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ISBN 10: 0367148706
ISBN 13: 9780367148706
Author: Mathias Cöster, Einar Iveroth, Nils Göran Olve, Carl Johan Petri, Alf Westelius

This book provides a concrete guide on how to execute strategic pricing to excel in an increasingly dynamic and digitised business environment, while developing and deepening relations with contract partners. The secret lies in crafting innovative price models that reward joint value creation in accordance with the business model, rather than engaging in confrontative zero-sum pricing reasoning. Strategic and Innovative Pricing: Price Models for a Digital Economy provides hands-on tools that are applied on three interconnected levels of analysis. It illustrates how to explore the business ecology to understand its dynamics and how digitisation enables it to prosper and demonstrates how to construct a viable business model that enables an organisation to navigate in its vibrant ecology. Finally, and most importantly, it shows how to use innovative price models to realize and monetise the business model and its value offering, making the organisation and its partnerships sustainable. Models pertaining to the three levels of analyses are applied in rich case studies and examples from different countries, and the book includes guidelines on how to use them. Special attention is paid to digitisation as an underlying theme, making this book of interest to researchers, academics, and students in the fields of strategic management and technology & innovation management.

Strategic and Innovative Pricing Price Models for a Digital Economy 1st Table of contents:

1 A New Perspective on Pricing
Introduction
Pricing That Attracts Customers
Conclusions Before We Started
The Book’s Background in a First Case—And Then More
PART I Theory and Conceptual Models
2 Business Ecologies—A Way of Understanding Your Environment
Introduction
Background—Interaction as Directed Collaboration in a Business Ecology
Business Ecologies as Dynamic Interaction Between Enterprise and Environment
Business-Ecology Examples
Minecraft and the Internet-Based Game Ecology
Skype and the Communication Ecology
Spotify and Developments in the Music Ecology
The Car Industry From a Business-Ecology Perspective
The Dissemination of Business Concepts—The Example Functional Rental
Implications
3 Business Models
Introduction
A Definition of the Business Model Concept
Three Perspectives of Business Models Concept
A Formal Description of Business Models
Business Model Value Creation
Tangible and Intangible Values
The Role of Subcontractors, Partners, Activities and Resources in Value Creation
The Cost of Value Creation
Business Model Value Capture
The Role of Customers, Relations and Distribution Channels in Value Capture
Value Capture and Revenues
Levels of Aggregation in Business Model Analysis
Implications
4 Price Models
Introduction
Background to the Price Model Concept
The Price Model Equaliser
Scope
Temporal Rights
Influence
Price Base
Price Formula
Application of the Price Model Equaliser: Ryanair
Digitisation and Price Models
The Relation Between Inbound, Outbound and Internal Price Models
Implications
5 Cost and Its Relation to Pricing
Introduction
Fundamental Assumptions About Costs
Increased Importance of Cost Information in Analysing Potential Price Models
Cost Dynamics and Pricing
Possibility to Influence
Timing
Recognition of Costs in Accounts
Cost Allocation Within Firms
How to Measure Costs: Assessing the Use (Consumption) of Resources
How to Assess What Is a Relevant Cost to Include in the Cost Model
“Inbound” and “Outbound” Pricing—And Internal (Transfer) Pricing
The Degree of Partner Collaboration Determines the Cost, Expressed as Inbound Prices
Profitability: When Costs Meet Revenues—Delivering What We Promise
Cost Assessment Is an Important Input for Price Model Innovation and Selection
Implications
PART II Cases and Examples
6 Innovative Price Models and Digitisation
Introduction
Five Cases of Innovative Price Models
Extending the Scope of the Offering: The Case of Readly
Business Ecology
Business Model
Price Model
Innovative and Digital Traits of Readly’s Price Model
Switching From Sale to Rent: The Case of Husqvarna
Business Ecology
Business Model
Price Model
Innovative and Digital Traits of Husqvarna’s New Price Model
Leaving Pricing to the Market: The Case of Google AdWords
Business Ecology
Business Model
Price Model
Innovative and Digital Traits of Google Ads’ Price Model
Pricing Customer Value Instead of Costs: The Case of Siemens
Business Ecology
Business Model
Price Model
Innovative and Digital Traits of Siemens’ New Price Model
Assuming Full Risk—Offering Fixed Price on Taxi Rides: The Case of Cabonline
Business Ecology
Business Model
Price Model
Innovative and Digital Traits of Cabonline’s New Price Model
Implications
7 A Motor-Vehicle-Focused Transportation Ecology
Introduction
Waking Up to Electrification
Growing Use of Small Vehicles
Buy or Rent
Business Ecology and Travelling Ideas Regarding Business and Price Models
Implications
8 Strategic and Innovative Pricing in a Born-Digital Company: The Pickit Case
Introduction
The Product
Initial Product
Current Product
The Business Ecology
Foreground Actors
Background Actors
The Business Model
Value Creation in the Business Model
Value Capture in the Business Model
Price Models
Three Different Price Models
Scope
Temporal Rights
Influence
Price Base
Price Formula
Implications
9 Conclusion, Discussion and Way Forward
Introduction
Theoretical Concepts for Strategic and Innovative Pricing
The Relevance of Cost Analysis
Applications of Concepts for Strategic and Innovative Pricing on Empirical Examples
Beyond: More Pricing Themes to Explore
Division of Labour in Co-Producing Value
Time: Exploring the Benefits of Lock-In
Risk: Predictions and Conjectures
Price Models as Strategy: Impressions vs. Analysis
Matching Out, In and Between—And Cost and Incentives
Controlling Price Offers
A Final Reminder: RITE
Relation
Intention
Technology
Environment
Author Biographies

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Tags: Strategic, Innovative Pricing, Digital Economy, Mathias Cöster, Einar Iveroth, Nils Göran Olve, Carl Johan Petri, Alf Westelius