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Real-Time Dynamic Pricing with Minimal and Flexible Price Adjustment

Author

Listed:
  • Qi (George) Chen

    (Stephen M. Ross School of Business, University of Michigan, Ann Arbor, Michigan 48109)

  • Stefanus Jasin

    (Stephen M. Ross School of Business, University of Michigan, Ann Arbor, Michigan 48109)

  • Izak Duenyas

    (Stephen M. Ross School of Business, University of Michigan, Ann Arbor, Michigan 48109)

Abstract

We study a standard dynamic pricing problem where the seller (a monopolist) possesses a finite amount of inventories and attempts to sell the products during a finite selling season. Despite the potential benefits of dynamic pricing, many sellers still adopt a static pricing policy because of (1) the complexity of frequent reoptimizations, (2) the negative perception of excessive price adjustments, and (3) the lack of flexibility caused by existing business constraints. In this paper, we develop a family of pricing heuristics that can be used to address all these challenges. Our heuristic is computationally easy to implement; it requires only a single optimization at the beginning of the selling season and automatically adjusts the prices over time. Moreover, to guarantee a strong revenue performance, the heuristic only needs to adjust the prices of a small number of products and do so infrequently. This property helps the seller focus his effort on the prices of the most important products instead of all products. In addition, in the case where not all products are equally admissible to price adjustment (due to existing business constraints such as contractual agreement, strategic product positioning, etc.), our heuristic can immediately substitute the price adjustment of the original products with the price adjustment of similar products and maintain an equivalent revenue performance. This property provides the seller with extra flexibility in managing his prices. This paper was accepted by Noah Gans, stochastic models and simulation .

Suggested Citation

  • Qi (George) Chen & Stefanus Jasin & Izak Duenyas, 2016. "Real-Time Dynamic Pricing with Minimal and Flexible Price Adjustment," Management Science, INFORMS, vol. 62(8), pages 2437-2455, August.
    • Handle: RePEc:inm:ormnsc:v:62:y:2016:i:8:p:2437-2455
    DOI: 10.1287/mnsc.2015.2238
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    References listed on IDEAS

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    Cited by:

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    3. Otero, Daniel F. & Escallón, Mariana & López, Cristina & Akhavan-Tabatabaei, Raha, 2019. "Optimal timing of airline promotions under dilution," European Journal of Operational Research, Elsevier, vol. 277(3), pages 981-995.
    4. Peter Seele & Claus Dierksmeier & Reto Hofstetter & Mario D. Schultz, 2021. "Mapping the Ethicality of Algorithmic Pricing: A Review of Dynamic and Personalized Pricing," Journal of Business Ethics, Springer, vol. 170(4), pages 697-719, May.
    5. Xiangyu Gao & Stefanus Jasin & Sajjad Najafi & Huanan Zhang, 2022. "Joint Learning and Optimization for Multi-Product Pricing (and Ranking) Under a General Cascade Click Model," Management Science, INFORMS, vol. 68(10), pages 7362-7382, October.
    6. Qi (George) Chen & Stefanus Jasin & Izak Duenyas, 2019. "Nonparametric Self-Adjusting Control for Joint Learning and Optimization of Multiproduct Pricing with Finite Resource Capacity," Mathematics of Operations Research, INFORMS, vol. 44(2), pages 601-631, May.
    7. Yao Cui & A. Yeşim Orhun & Izak Duenyas, 2019. "How Price Dispersion Changes When Upgrades Are Introduced: Theory and Empirical Evidence from the Airline Industry," Management Science, INFORMS, vol. 65(8), pages 3835-3852, August.

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