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Optimal Pricing of Nondurables when Demand is Dynamic and Stochastic

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  • Franz Wirl

Abstract

This paper derives optimal pricing strategies for nondurables if demand is sluggish and stochastic. The puzzling result is that moving from a static demand to a dynamic relation alters the marketing strategy dramatically if the equilibrium demand is convex (in price): the profit maximizing price policy is to switch between a low and a high price depending on current demand while a continuous price policy is optimal for concave demand relations. However, the formal existence of such a price switching policy is restricted to the anyway more realistic stochastic version of the model. The clear cut implications of the model provide also a criterion to test empirically the characteristics and the optimality of actual price strategies.

Suggested Citation

  • Franz Wirl, 2010. "Optimal Pricing of Nondurables when Demand is Dynamic and Stochastic," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 17(2), pages 187-206.
    • Handle: RePEc:taf:ijecbs:v:17:y:2010:i:2:p:187-206
    DOI: 10.1080/13571516.2010.483096
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    References listed on IDEAS

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    1. Robert S. Pindyck, 1979. "The Structure of World Energy Demand," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262661772, April.
    2. Koenig, Matthias & Meissner, Joern, 2010. "List pricing versus dynamic pricing: Impact on the revenue risk," European Journal of Operational Research, Elsevier, vol. 204(3), pages 505-512, August.
    3. Fleischmann, M. & Hall, J.M. & Pyke, D.F., 2005. "A Dynamic Pricing Model for Coordinated Sales and Operations," ERIM Report Series Research in Management ERS-2005-074-LIS, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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