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The promise and peril of dynamic targeted pricing

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  • Ham, Sung H.
  • He, Chuan
  • Zhang, Dan

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.

Suggested Citation

  • Ham, Sung H. & He, Chuan & Zhang, Dan, 2022. "The promise and peril of dynamic targeted pricing," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1150-1165.
    • Handle: RePEc:eee:ijrema:v:39:y:2022:i:4:p:1150-1165
    DOI: 10.1016/j.ijresmar.2022.01.005
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