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The Value-based Pricing of Innovation

Date: TBD
Location: TBD

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The Value-based Pricing of Innovation

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.

BONUS: Upon completion of this program attendees will receive Customer Value Modeler™ (CVM®) Certification on pricing
Customer Value Modeler® (CVM®) Certification  Learn More >

The Value-based Pricing of Innovation

Date: TBD
Location: TBD

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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

The Value-based Pricing of Innovation

Date: TBD
Location: TBD

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This Event Is For You If...

  • You are responsible for maximizing the returns on your product innovation efforts.
  • You are accountable to improve innovation performance at your organization.
  • You lead the development and ongoing improvement of innovation management processes.
  • Your organization relies on you to implement portfolio management initiatives.
  • You want to learn about latest developments in New Product Portfolio Management.
  • You are a product innovation professional from R&D, Product Innovation, Marketing, Engineering, Business Development or Business Process Improvement.

A ‘Must Attend’ for People in These Roles

  • Senior executives and leadership teams responsible for product innovation performance results
  • Senior managers in business strategy, R&D, new product marketing and operations management fields
  • Senior executives responsible for R&D resource allocation.

The Value-based Pricing of Innovation

Date: TBD
Location: TBD

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Day One

7:30 Registration and Continental Breakfast

8:00 Kick-off & Introductions

8:30 Assignment: Warm-up – The Differentiation Game

8:45 The Value-centric Innovation Imperative

10:00 Networking Break

10:15 Pricing Orientations and Pricing Strategies

11:30 Assignment: Mini Pricing Capabilities Assessment (PCA)

12:00 Networking Lunch

1:00 Economic Value Estimation® for Innovations

2:00 Networking Break

2:15 Assignment: New Product Value-based Pricing Case Study Part A

4:00 End of Day 1

Day Two

7:30 Continental Breakfast

8:00 Pricing of Disruptive Innovations & Big Bang Disruptions

9:30 Networking Break

9:45 Value and Pricing in the Stage-Gate® Process

11:00 Assignment: Value & Pricing Deliverables in your Stage-Gate® Process

12:00 Networking Lunch

1:00 Pricing in the Introduction Phase of the Life Cycle

2:00 Networking Break

2:15 Assignment: New Product Value-based Pricing Case Study Part B

3:30 Assignment: Wrap-up & Call for Action

4:00 End of Day 2

The Value-based Pricing of Innovation

Date: TBD
Location: TBD

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Stephan M. Liozu

Stephan M. Liozu

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.

The Value-based Pricing of Innovation

Date: TBD
Location: TBD

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Program Information

Enrollment Fee:
$1,695 USD/person. Fee includes all seminar materials, breakfasts, luncheons and refreshment breaks.

Save Up to $700:

  • Save $700 – register now to receive the Early Bird Discount (limited-time offer)

Registration Includes:

  • Continental breakfast, lunch and refreshments
  • Comprehensive seminar manual to serve as a permanent reference.

Benefits of Team Attendance

If you can bring colleagues to the event, so much the better… this initiative requires a team effort and it’s always good to have a small team, rather than just one person, to implement what’s been learned. Contact Izabella Lis at +1-905-637-8797or by email for seminar information and group discounts.

Cancellation Policy

Should you be unable to attend for any reason, please inform us in writing no later than thirty business days prior to the event start date for a credit voucher for the full amount. If you prefer, a refund less a $200 US non-refundable deposit will be issued. No refunds will be given for cancellations received within thirty business days of the event.

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