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Erschienen in:
2023 | OriginalPaper | Buchkapitel
7. Avoiding the Innovation Curse
verfasst von : Jan Y. Yang, Yunyi Gu, Zi Ling Tan
Erschienen in: Chinese Electric Vehicle Trailblazers
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Abstract
It is a sad reality that most innovations fail. Many companies do a poor job of integrating customer value and pricing policies into their innovation process, meaning that their new products often do not fulfill profit targets. Pricing is and always has been the biggest profit driver, and the results of the Simon-Kucher Global Pricing Study consistently highlight the price wars many companies experience. While the number of companies reporting increased price pressure has dropped over the years, the majority are still experiencing the effects.