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Competitive pricing on online markets: a literature review

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  • Torsten J. Gerpott

    (University of Duisburg-Essen)

  • Jan Berends

    (University of Duisburg-Essen)

Abstract

Past reviews of studies concerning competitive pricing strategies lack a unifying approach to interdisciplinarily structure research across economics, marketing management, and operations. This academic void is especially unfortunate for online markets as they show much higher competitive dynamics compared to their offline counterparts. We review 132 articles on competitive posted goods pricing on either e-tail markets or markets in general. Our main contributions are (1) to develop an interdisciplinary framework structuring scholarly work on competitive pricing models and (2) to analyze in how far research on offline markets applies to online retail markets.

Suggested Citation

  • Torsten J. Gerpott & Jan Berends, 2022. "Competitive pricing on online markets: a literature review," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(6), pages 596-622, December.
    • Handle: RePEc:pal:jorapm:v:21:y:2022:i:6:d:10.1057_s41272-022-00390-x
    DOI: 10.1057/s41272-022-00390-x
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    1. Patrick Ding & Guido Imbens & Zhaonan Qu & Yinyu Ye, 2024. "Computationally Efficient Estimation of Large Probit Models," Papers 2407.09371, arXiv.org, revised Sep 2024.
    2. Jan Groeneveld & Judith Herrmann & Nikkel Mollenhauer & Leonard Dreeßen & Nick Bessin & Johann Schulze Tast & Alexander Kastius & Johannes Huegle & Rainer Schlosser, 2024. "Self-learning Agents for Recommerce Markets," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 66(4), pages 441-463, August.
    3. Stephanie Jane S. Garduce & Kathlene Gene C. Dionio & Blessie S. Tamayo & Ramil Jr. M. Budlong & Chrisha Ellaine M. Vale, 2024. "Examining the Correlation Between Product Pricing and Sales Performance of Sari-Sari Stores," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(6), pages 2900-2918, June.
    4. Shizhen Bai & Yun Xu & Hao He & Dingyao Yu, 2024. "Under the context of competition between platform sales and live streaming sales, who has the pricing power of products?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-20, December.
    5. Ian Yeoman, 2022. "How COVID-19 changed things and what we did about it," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(6), pages 579-580, December.
    6. Ata Allah Taleizadeh & Ebrahim Salehi Darabi & Park Thaichon, 2024. "Optimizing online selling through an online-to-offline platform: strategic ramifications for local n stores," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(6), pages 554-574, December.

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