Seminar: The Value-based Pricing of Innovation | Stage-Gate International

Are you capturing the value of your innovation? Firms are pouring billions in innovation investments every year with the goal of creating differentiation and competitive products and services. Many, however, forget two critical elements in the innovation management process:

1. the clear definition and measurement of customer value and
2. the value capture emphasis through modern pricing strategy.

This two-day course is designed to review the position of value and pricing management in the strategic innovation process (from the front end to the back end of innovation). The course covers five elements of this process:

• How price setting decisions are taken based on three pricing orientations: cost, competition and customer value
• The measurement of differential economic value for your innovative products and services
• Pricing and value management in the Stage-Gate® process
• Pricing and value management in the Introduction Phase of product lifecycle
• Pricing of disruptive innovations.

Benefit from These Key Deliverables

Enable your company and innovation teams to capture the return on investment through pricing and value management – critical elements of the strategic innovation process. Pricing, value and innovation are elements of a dynamic and integrated system that cannot be managed in parts.
Attendees will learn:

• The three most commonly used pricing orientations and respective strategies
• The place of value-based pricing in the overall innovation process (front end to back end)
• How to integrate and manage pricing and value management in the Stage-Gate® process
• How to manage pricing in the Introduction Phase of the Product/Service Lifecycle
• How to apply the basics of Economic Value Estimation (EVE®) to new offerings
• How to conduct pricing research to inform pricing decisions for disruptive innovations

Specific Benefits:

1. Learn the language of value and the latest science in pricing
2. Explore alternative approaches to identify and evaluate value in early stage activities
3. Learn practical pricing and value tools that you can implement immediately

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Seminar Leader

Stephan M. Liozu is a creator, a disruptor, a designer and an achiever. Dr. Liozu has over 30 years of experience in business working for both Fortune 500 companies and family-owned business. Most recently he served as President & CEO at ARDEX Americas. Dr. Liozu served on Ardex’s Global Management Committee and was in charge of strategic innovation, global supply chain management, worldwide information technology, and international specifications selling programs.

Stephan’s specialty is the design of innovative and differentiated business strategies for industrial firms and the implementation of advanced value-based pricing strategies. He has lectured at various business schools (EM Lyon, University of Rochester, Wayne States University) on topics of pricing & innovation management, economic value estimation & monetization, and organizational transformation toward value-based pricing.

Over the past few years, Stephan published academic articles in the Journal of Revenue & Pricing Management, Industrial Marketing Management, Management Decisions, Journal of Business Strategy, Business Horizons, MIT Sloan Management Review as well as in the Journal of Strategic Marketing. He is a frequent blog contributor with Innovation Excellence and Pre-Scouter. Finally, he co-edited “Innovation in Pricing – Contemporary Theories and Best Practices” published in 2012 and “The ROI of Pricing” published in 2014.