The promise and peril of dynamic targeted pricing

Sung H. Ham, Chuan He and Dan Zhang

International Journal of Research in Marketing, 2022, vol. 39, issue 4, 1150-1165

Abstract: Dynamic pricing is widely adopted in many industries, such as travel and insurance. These industries are also gaining extensive capabilities in identifying and segmenting customers, partly fueled by the increasing availability of data. It is natural to ask whether firms should take advantage of such developments by charging different prices to different customer segments. If so, under what conditions? We seek answers to these highly managerially relevant questions.

Keywords: Dynamic pricing; Targeting; Game theory; Experimental economics (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:39:y:2022:i:4:p:1150-1165

DOI: 10.1016/j.ijresmar.2022.01.005

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