{"product_id":"monetizing-innovation-9781119240860","title":"Monetizing Innovation","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eSurprising 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\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","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866390245719,"sku":"9781119240860","price":20.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119240860.jpg?v=1722278423","url":"https:\/\/bookcurl.com\/products\/monetizing-innovation-9781119240860","provider":"Book Curl","version":"1.0","type":"link"}