Pricing Guru Madhavan Ramanujam: How Smart Startups Design Their Products Around the Price
Pattern Breakers
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The Tale of Two Cars
Pricing is key from the get-go and needs to be brought up front in the innovation process, says Michael Wolraich. "You can't separate the price from the product itself if you're thinking about it the right way," he adds. The Tale of two cars: Fiat's Dodge Dart was a flop; Porsche found customers willing to pay for its SUV.
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