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The Pricing Puzzle

How to Understand and Create Impactful Pricing for Your Products

  • Book
  • © 2020

Overview

Authors:
  1. Jan Y. Yang

    1. Simon-Kucher & Partners, Cologne, Germany

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  • Presents stories of pricing and pricing strategies from different corners of the world
  • Reveals the reasons behind popular pricing methods of products ranging from groceries to real estate
  • Compiles insights into a range of successful and failed strategies based on the author's consulting experience

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Table of contents (25 chapters)

  1. Front Matter

    Pages i-xiii
    Download chapter PDF

  2. Oh Price: Prelude

    • Jan Y. Yang
    Pages 1-3

  3. The Power of Choice

    • Jan Y. Yang
    Pages 5-10

  4. The Color of Pricing

    • Jan Y. Yang
    Pages 11-15

  5. Good Morning Coffee

    • Jan Y. Yang
    Pages 17-19

  6. (In)dispensable Spicy Chicken Wings

    • Jan Y. Yang
    Pages 21-26

  7. Grocery Box in Parts

    • Jan Y. Yang
    Pages 27-31

  8. Random Thoughts Up in the Air

    • Jan Y. Yang
    Pages 33-38

  9. Carpe Diem

    • Jan Y. Yang
    Pages 39-45

  10. The Tale of the Midnight Diner

    • Jan Y. Yang
    Pages 47-51

  11. The Burden of Fame

    • Jan Y. Yang
    Pages 53-59

  12. A Pricing Perspective on Double Eleven

    • Jan Y. Yang
    Pages 61-68

  13. The Premium Mass Product

    • Jan Y. Yang
    Pages 69-74

  14. A Chilled Coke in Tehran

    • Jan Y. Yang
    Pages 75-80

  15. We Love Dynamic Pricing

    • Jan Y. Yang
    Pages 81-87

  16. The Conundrum of Price Cut

    • Jan Y. Yang
    Pages 89-95

  17. Behind the Scenes of Price Elasticity

    • Jan Y. Yang
    Pages 97-102

  18. Profit Phobia

    • Jan Y. Yang
    Pages 103-111

  19. iPricing

    • Jan Y. Yang
    Pages 113-120

  20. The Milky Solution to a Luxury Problem

    • Jan Y. Yang
    Pages 121-125
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Keywords

About this book

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.



Authors and Affiliations

  • Simon-Kucher & Partners, Cologne, Germany

    Jan Y. Yang

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. 

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