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Dynamische Preisgestaltung in der digitalisierten Welt
[Dynamic Pricing in a Digitized World]

Author

Listed:
  • Martin Spann

    (Ludwig-Maximilians-Universität München)

  • Bernd Skiera

    (Goethe-Universität Frankfurt am Main)

Abstract

Zusammenfassung Digitale Technologien begünstigen den Einsatz einer dynamischen Preisgestaltung, also von Preisen, die für ein prinzipiell gleiches Produkt unangekündigt variieren. Dabei werden in der öffentlichen Diskussion unterschiedliche Ausgestaltungsformen dynamischer Preise oftmals vermischt, was eine sinnvolle Analyse der Vor- und Nachteile der dynamischen Preisgestaltung erschwert. Das Ziel des Beitrags ist die Darstellung der ökonomischen Grundlagen und die Diskussion sowie Klassifikation der Ausgestaltungsmöglichkeiten der dynamischen Preisgestaltung. Darüber hinaus erfolgt eine Bewertung der Vor- und Nachteile der dynamischen Preisgestaltung aus Käufer- und Verkäufersicht. Abschließend werden Implikationen für die betriebswirtschaftliche Forschung diskutiert.

Suggested Citation

  • Martin Spann & Bernd Skiera, 2020. "Dynamische Preisgestaltung in der digitalisierten Welt [Dynamic Pricing in a Digitized World]," Schmalenbach Journal of Business Research, Springer, vol. 72(3), pages 321-342, September.
    • Handle: RePEc:spr:sjobre:v:72:y:2020:i:3:d:10.1007_s41471-020-00095-0
    DOI: 10.1007/s41471-020-00095-0
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    References listed on IDEAS

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