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The effect of the turbulent environment on pricing

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  • Gábor Rekettye
  • Gábor Rekettye Junior

Abstract

The study's aim is two-fold. First, it intends to analyse the effect of the changing and turbulent environment on companies' pricing policy elbowroom. Second, it wants to discuss new innovative business models based mainly on pricing. An important objective was to arrive at general findings not limited to a specific industry, country, or geographical location. The conceptual study concluded that the zone of companies' pricing decisions has changed since the COVID-19 pandemic and the high inflation following the pandemic. Companies introduce disruptive business policies based on new pricing methods to survive in this turbulent environment. The study's result is the categorisation of these pricing policies. In today's turbulent environment, companies should devote even more energy to improving their pricing activity and creating a healthy balance between the value and price of their offerings.

Suggested Citation

  • Gábor Rekettye & Gábor Rekettye Junior, 2026. "The effect of the turbulent environment on pricing," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 27(2), pages 221-234.
    • Handle: RePEc:ids:ijbpma:v:27:y:2026:i:2:p:221-234
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