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John Pineda

Fellow, Green Premium Pricing


  • Pricing Model Innovation


  • MBA, with distinction, Tuck School of Business, Dartmouth College
  • BS, mechanical engineering, Lafayette College
  • BA, economics and business, Lafayette College

San Francisco

John Pineda

Fellow, Green Premium Pricing

John Pineda is a Fellow based in BCG’s San Francisco office and a Partner and Director, Pricing. John was named a BHI Fellow in 2022, and has focused his research on The Green Premium and Pricing for Green Transitions.

His research explores how organizations and leaders can unlock demand for green premiums and the key strategic pricing and market levers that business leaders can deploy to accelerate the transition.

John has worked for the last 10 years on pricing strategies to accelerate technology transitions; he has spoken on these topics as a speaker at the Strategic Account Manager’s annual conference and at the Professional Pricing Society. His work on pricing models and on the green premium has been published in the World Economic Forum’s and on Sloan Management Review.

Outside of work, John enjoys running with his dog Pearl, exploring and cooking new foods, and coaching his son’s youth soccer team.

Recent Work

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World Economic Forum | January 13, 2023

Winning in Green Markets: Scaling Products for a Net Zero World

To meet the goals of the Paris agreement, a major shift to non-fossil technologies is necessary. As demand for green materials is expected to surpass supply, companies that take a leading role in developing and marketing green offerings will likely benefit.

MIT Sloan Management Review | September 8, 2021

Can We Afford Sustainable Business?

Taking a creative approach to pricing can benefit society, the environment — and your company.

World Economic Forum | November 6, 2020

Why The Downturn Is Good News For Subscription Companies

We believe that the current downturn will accelerate the global shift to subscription business models beyond the technology industry. Below, we outline why businesses must make subscriptions a priority.

BCG.COM | November 9, 2018

Beyond List Price

How can companies change the role of the list price to help address divergent customer and partner segments, adapt to market dynamics, and extract full value in a fair and profitable manner?

BCG.COM | May 24, 2018

Cloudified Pricing—Coming to an Industry Near You

Regardless of industry, companies need to better understand and more confidently embrace the ways in which subscription- and consumption-based models will change their business, the new strategies that will apply, and the new practices they will need to establish.

BCG.COM | December 7, 2017

How The Internet of Things Will Change The Pricing of Things

“Traditional product manufacturers will need to redefine who their customers are and how those customers value data-driven services.”