Game Changer

PART IIWinning the Seven Pricing Games

Part I laid the foundation for understanding the Strategic Pricing Hexagon by explaining the interactions across sources of information (cost, competition, and value), economic frameworks (elasticity, differentiation, game theory, and supply and demand), market characteristics, and market forces.

Part II closely examines the seven games within the Hex. Each chapter discusses the characteristics of one game and how leaders can excel in playing that game. Chapters will progress counterclockwise through the Hex, starting with the Value Game and ending with the Dynamic Game. For each game, we:

• Describe how the game works.
• Outline the special nature of pricing in the game, which includes the analytics underpinning value sharing and the most prevalent pricing model
• Provide two to four steps that leaders should take to excel in playing each game

Each chapter in Part II therefore has a similar structure, but the depth and detail vary depending on the twists and new perspectives we provide on the seemingly familiar aspects of some of the games.

We do cite many cutting‐edge developments – especially in big data, technology, and artificial intelligence – in Parts II, III, and IV, and we have anonymized most of those stories. In many of the chapters, though, we bring the concepts to life with stories about companies in industries ranging from trucks ...