Authors: Jean-Manuel Izaret and Arnab Sinha

In this article, the authors present a unified pricing theory, manifested in a tool called the Strategic Pricing Hexagon, that brings together all the disparate pricing ideas, and the drivers and forces behind them, into one master structure. This article shows how the Strategic Pricing Hexagon allows leaders to look beyond the numbers and develop a pricing strategy that can change the entire trajectory of their business and their market. Jean-Manuel Izaret (izaret.jean-manuel@bcg.com) is Managing Director and Senior Partner; Global Leader, Marketing, Sales & Pricing Practice, and Arnab Sinha (sinha.arnab@bcg.com) is Managing …Read More

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