INNOVATIVE PRICING MODELS IN THE ERA OF DIGITALIZATION AS A SOURCE OF COMPETITIVE ADVANTAGE

Bilyana Ivanova ()
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Bilyana Ivanova: University of Economics – Varna, Bulgaria

Conferences of the department "Economics and Management of Trade", 2023, issue 1, 188-195

Abstract: Pricing is becoming a core element of modern business models in the era of digitalization. Technological advances and high levels of investment in B2B pricing systems provide unexplored opportunities for analysis and management of the price portfolio in a marketing context. New pricing models along with innovative production technologies and products can be a competitive advantage factor for B2B companies. They can capture vital value while turning digital pricing transformation into a profit-generating reality, and at the same time, to quickly and sustainably create value. Pricing is a complex and dynamic process, and companies that are capable of implementing effective pricing models, are well positioned to succeed in today's highly competitive and dynamic market.

Keywords: pricing; digitalization; pricing models; B2b markets; technologies (search for similar items in EconPapers)
JEL-codes: L81 M30 M31 (search for similar items in EconPapers)
Date: 2023
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