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Anthony Pralle

Senior Partner & Managing Director


Anthony Pralle on Go-to-Market Strategy

Anthony Pralle joined The Boston Consulting Group in 1981 in the firm’s London office. He is a core member of the Consumer, Operations, and Marketing, Sales & Pricing practices. Anthony has accumulated experience in various countries, including the UK, the US, France, Australia, Spain, and Portugal. In 1997 he was elected senior vice president. He was managing partner of BCG’s Iberia office from 1998 to 2005.

Anthony founded the firm's Consumer practice area in the Iberian Peninsula. He has led a worldwide research project for the Consumer practice on customer service in retailing. He is a regular presenter at BCG’s European consumer and retail conferences, speaking on a range of subjects including pricing, efficient consumer response, customer service, and the survival of national brands.

Anthony also works on strategic and change management projects for many multinational and national fast-moving-consumer-goods companies, as well as for clients in fast-food restaurants, home-delivery pizza chains, hypermarkets and supermarkets, department stores, convenience stores, travel retail, specialty retail for apparel, telcos, sporting goods, and office products.

Areas of Expertise

  • Trading up
  • Transport infrastructure
  • Postmerger integration in retail
  • Consumer products
  • Go-to-market capabilities
  • Sales force effectiveness
  • Change management


  • BA, first class, University of Oxford

Honors and Awards

  • Open Scholarship and the Davis University History Prize, University of Oxford
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