The Perils of Underpricing New Products

Posted: 05/24/16

Simon-Kucher & Partners, a $200 million+ management consulting firm specializing in marketing, sales and pricing strategies, asked us in 2015 to turn its product innovation expertise into a book. After finding an agent and helping the authors, Madhavan Ramanujam (an SKP partner) and Georg Tacke (co-CEO), capture their ideas in a manuscript, Bloom Group worked with SKP in 2016 to market the book (Monetizing Innovation: How Smart Companies Design the Product Around the Price) through two Harvard Business Review articles. This, the second HBR article (“Your New Hit Product Might Be Underpriced”), ran in the publication’s May 24, 2016 online edition.