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Monetizing Innovation: How Smart Companies Design the Product Around the Price Hardcover – Illustrated, May 2 2016

4.6 out of 5 stars 168 ratings

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Product description


"Madhavan Ramanujam is to monetization strategy what Bob Marley is to reggae music. You must read this book."
—Bill Gurley, Board member of Uber and General Partner at Benchmark

From the Inside Flap

Businesses need to innovate to survive, yet the failure rate for innovation is shockingly high. Nearly three out of four new products or services miss their revenue and profit goals — or fail entirely. Companies embark on the long and costly journey of product development hoping they'll make money on their innovations, but not knowing if they will.

It doesn't have to be that way.

This book lays out nine rules for monetizing innovations, built on the lessons Simon-Kucher & Partners has learned through conducting more than 10,000 projects on behalf of companies around the world. This deep body of knowledge allows the authors to identify issues and solutions in new product monetization. For example, while most of us believe that there are many reasons why new products might fail, Monetizing Innovation reveals that failures fall into four diagnosable categories: Feature Shocks, Minivations, Hidden Gems, and Undeads — and that each is easily preventable.

Case studies showcase how some of the world's most innovative companies like Uber, Porsche, LinkedIn, Dräger, Optimizely, and Swarovski have used principles outlined in this book.

A direct challenge to the standard "spray and pray" style of innovation, Monetizing Innovation presents a practical approach that can be adopted by any organization, in any industry. Companies must rethink the innovation practices that have cost countless billions of dollars. Monetizing Innovation presents a new way forward. Find out what customers value and how much they are willing to pay. Design the product around the price, and the results will surprise you.

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Product details

  • Publisher ‏ : ‎ Wiley; 1st edition (May 2 2016)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 256 pages
  • ISBN-10 ‏ : ‎ 1119240867
  • ISBN-13 ‏ : ‎ 978-1119240860
  • Item weight ‏ : ‎ 454 g
  • Dimensions ‏ : ‎ 16 x 3.05 x 23.37 cm
  • Customer Reviews:
    4.6 out of 5 stars 168 ratings

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Customer reviews

4.6 out of 5 stars
4.6 out of 5
168 global ratings

Top reviews from Canada

Reviewed in Canada on June 7, 2018
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Reviewed in Canada on March 27, 2017
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Reviewed in Canada on June 28, 2016
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Top reviews from other countries

Mark Peacock
5.0 out of 5 stars Highly recommended for anyone in business
Reviewed in the United Kingdom on April 15, 2018
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Rahul Kattayil
5.0 out of 5 stars A great read for product managers and startup builders
Reviewed in India on March 9, 2019
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2.0 out of 5 stars Disappointed
Reviewed in Brazil on April 8, 2021
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Ernesto Hernandez de la Rosa
5.0 out of 5 stars Good book for entrepreneur people
Reviewed in Mexico on February 26, 2019
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andrea dm
5.0 out of 5 stars Un libro assolutamente da leggere
Reviewed in Italy on February 5, 2017
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One person found this helpful
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