Unravelling the research landscape of dynamic pricing and learning: insights and future research directions

This study is undertaken in an attempt to consolidate the existing literature on dynamic pricing and learning and offer a conceptual framework encapsulating its knowledge. The relevant articles were identified using pertinent keywords from Scopus database. Articles were screened using the PRISMA model, yielding 482 articles which were analysed employing a bibliometric analysis facilitated by VOSviewer and Biblioshiny (Bibliometrix). Further, a thematic content analysis was carried out to identify the underlying themes and the state-of-the-art of the literature. Citations and co-citation analysis revealed the intellectual structure of the field. The thematic content analysis unveiled four major themes that synthesised into a conceptual framework leveraging the interlinkages. Dynamic pricing and learning have been of immense practical relevance to pricing managers and researchers, owing to their effectiveness in enhancing revenues. This study attempts to consolidate the existing literature on dynamic pricing and learning.