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Are you ready to change the game? The Strategic Pricing Hexagon was designed to help you grow with speed and efficiency, maximize your impact, and prepare for the future.

Jean-Manuel Izaret leads the Marketing, Sales, and Pricing (MSP) practice for Boston Consulting Group in North America, as well as the global pricing topic. He is also a member of the firm’s Technology, Media & Telecommunications, Financial Institutions, and Industrial Goods practices.

Jean-Manuel is a BCG Fellow concentrating on the topic of pricing model transformation—defining a unified theory of pricing as well as developing tactics executives can use to make pricing drive growth and profit for their companies.

Jean-Manuel has worked on pricing issues across industries, including consumer goods, retail, high tech, financial services, and industrial goods. His experience includes developing pricing model strategies, transforming pricing practices, improving product lineup pricing, and designing strategies to optimize bundling for numerous technology, media, and telecom companies. He teaches several courses on pricing at Coursera.

Before joining BCG, Jean-Manuel worked for Royal Dutch Shell in marketing and sales and as a quality engineer in the company’s chemical plants.

AREAS OF EXPERTISE

EDUCATION

  • PhD, marketing, École Centrale Paris
  • MS, engineering, École Centrale Paris
  • MS, economics, Paris Institute of Political Studies (Sciences Po)

Publications and Videos

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GenAI Needs Pricing Strategies to Match Its Potential

The models and applications for generative AI can unlock more of their transformative potential if their developers devise smarter pricing strategies rather than defaulting to familiar tech-industry options.
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Solving the Pricing Puzzle in Inflationary Times

BCG’s Jean-Manuel Izaret reframes inflation as a strategic challenge rather than a numerical one—and discusses how pricing games can help business leaders respond decisively.
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Smarter Retailer Promotions for a Saturated Market

Overwhelming consumers with elaborate promotions, discounts, coupons, and loyalty rewards can weaken consumer loyalty, tarnish brand reputation, and suppress new revenue opportunities. Instead, retailers should adopt a streamlined, customer-centric approach.
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The Unified Theory of Pricing

Business leaders have long wanted to make pricing simpler, more rewarding, and less frustrating. BCG’s Strategic Pricing Hexagon consolidates disparate pricing ideas into one master structure.

Strategic Pricing Goes Way Beyond Price Points

It's about much more than the price you set for a product. BCG's Jean-Manuel Izaret explores the nature of pricing and the strategy behind it.

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Most Innovative Companies 2023: Reaching New Heights in Uncertain Times

Companies that both prioritize innovation and make sure that they are ready to act are widening the gap over less capable competitors.
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Resilient Pricing for an Uncertain World

The longer the threats of inflation, recession, and disruption persist, the more B2B companies will need to use a wider range of pricing options to maintain strong financial performance.
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Solving the Paradox of Fair Prices

Charging different prices is often fairer than charging everyone the same price. Companies should take steps to educate customers and win their support for this approach.

Executive Perspectives: The Future of Sales and Marketing Is Here

Thanks in no small part to the pandemic, people are today spending more time—and more money—online than ever before. And we’re expecting the quality of our experiences to grow alongside our engagement. The future of sales and marketing requires bold new approaches and refreshed strategies.

Navigating a Diverse World of Consumer Mindsets and Choice

Navigating a Diverse World of Consumer Mindsets and Choice

Global clusters of like-minded consumers are surprisingly rare. And even among countries with similar consumer attitudes, needs can differ sharply by product category.
Understanding the Global Price-Sensitive Consumer

Understanding the Global Price-Sensitive Consumer

For brands hoping to lure value-conscious consumers, pricing is crucial. But a BCG survey shows that offering the lowest price isn’t always the winning move.

A Netflix Model Can Make Medical Treatments More Affordable

BCG's Jean-Manuel Izaret offers a plan to combat the ever-increasing cost of medical care: a subscription-based payment model.