Книга "Monetizing Innovation: How Smart Companies Design the Product Around the Price" рассказывает о том, как многие компании тратят много времени и денег на инновации, но при этом не могут успешно монетизировать свои продукты. Авторы книги утверждают, что увеличить вероятность успеха инновации можно, если делать упор на спрос и готовность потребителей платить за продукт, то есть, проектировать продукт вокруг цены. Это новый подход, который может быть применен в любой организации и в любой отрасли. В книге описывается девять шагов, которые помогут компаниям повысить вероятность успешной монетизации инноваций. Примеры успешных компаний, таких как LinkedIn, Uber, Porsche, Optimizely, Draeger, Swarovski и крупные фармацевтические компании, показывают, какие принципы были использованы для успешной монетизации их продуктов. Книга представляет собой вызов привычному подходу к инновациям и предлагает новый, практический подход, который может стать частью ДНК любой компании.
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Если книга не знакома вам, то вот краткое описание: Surprising rules for successfully monetizing Innovation is the key to driving growth. These days, more than ever before, companies need innovation to survive. Yet achieving successful innovation - measured in dollars & cents - is an extremely challenging goal. Enterprises spend time & money on creative thinking and product development but struggle to recover the financial investment: 76% of new ventures fail to achieve their expected financial outcomes - or completely fail. Many organizations have accepted that a high level of failure is normal & inexorable costs of running a business. The power of Monetizaing Innovations lies in inspiring companies to radically improve the prospects of their innovation succeeding. They do so by taking customer demand & readiness to pay into account - creating products that are priced to be bought. This demands a paradigm shift which opens the doors for a genuine game shift. The book's authors, Simon Kucker representatives renowned pricing & monetization consultancy with over 800 specialists in 39 cities worldwide. Their experience spans 30 years offering advice to clients of all sizes - from massive pharmeceuticals to young start-ups. With Monetizating Innovations, they distill the learnings of more than 3 decades into a pracical & eight-step framework. CEOs, executives, or people working on creating & selling new products, will find value in this informative resource. Each step is reinforced by an action plan & examples demonstrating how global leading innovation leaders, such as LinkedIn, Uber., Porsche, Offtimizely, Driager, Swarvoski & pharmaceutical giants enjoy the benefits offered in Monetizin Innovations. This book aims to challenge the status quo `spray & pray´ strategy for creating innovation. It offers a tangible approach which can be adapted by any company in any sector. ∆ Most adverts.
Электронная Книга «Monetizing Innovation. How Smart Companies Design the Product Around the Price» написана автором Madhavan Ramanujam в году.
Минимальный возраст читателя: 0
Язык: Английский
ISBN: 9781119240877
Описание книги от Madhavan Ramanujam
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.
