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Existence and characterization of optimal dynamic pricing strategies with reference-price effects

Author

Listed:
  • Bertrand Crettez

    (Université Panthéon-Assas, Paris II, CRED)

  • Naila Hayek

    (Université Panthéon-Assas, Paris II, CRED)

  • Georges Zaccour

    (GERAD, HEC Montréal)

Abstract

In this paper, we revisit the problem of existence of an optimal dynamic pricing strategy when the demand depends on a reference price. Using alternative assumptions and technique to those typically used in the literature, we show the existence of a unique pricing policy parametrized in the initial value of the reference price. Our main results are as follows: if this value is low enough, then the best option is to implement a penetration pricing. If it is high enough, then price skimming is optimal. If the initial reference price has an intermediate value, then constant pricing throughout the planning horizon is optimal.

Suggested Citation

  • Bertrand Crettez & Naila Hayek & Georges Zaccour, 2020. "Existence and characterization of optimal dynamic pricing strategies with reference-price effects," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 28(2), pages 441-459, June.
    • Handle: RePEc:spr:cejnor:v:28:y:2020:i:2:d:10.1007_s10100-019-00645-w
    DOI: 10.1007/s10100-019-00645-w
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    References listed on IDEAS

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    3. Karol Szomolanyi & Martin Lukacik & Adriana Lukacikova, 2022. "Estimation of asymmetric responses of U.S. retail fuel prices to changes in input prices based on a linear exponential adjustment cost approach," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 30(2), pages 757-779, June.
    4. Anton, Ramona & Chenavaz, Régis Y. & Paraschiv, Corina, 2023. "Dynamic pricing, reference price, and price-quality relationship," Journal of Economic Dynamics and Control, Elsevier, vol. 146(C).
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    6. Martín-Herrán, Guiomar & Sigué, Simon Pierre, 2023. "An integrative framework of cooperative advertising with reference price effects," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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