Author: Hermann Simon
Looking ahead to the upcoming 2016 Summer Olympic Games in Rio de Janeiro, this article examines the impressively successful pricing tactics employed by the pricing team for the previous Summer Olympics in 2012 in London. The London ticket team’s work demonstrated the powerful combination of high perceived value and excellent communication can drive higher willingness to pay, as the author explains. Hermann Simon is Founder and Chairman of Simon, Kucher & Partners Strategy & Marketing Consultants. He can be reached at hermann.simon@simonkucher.com. His latest book, Confessions of the Pricing Man, tells his story from student …Read More