Dynamic pricing

About: Dynamic pricing is a research topic. Over the lifetime, 4144 publications have been published within this topic receiving 91390 citations. The topic is also known as: surge pricing & demand pricing.

Optimal Markdown Pricing: Implications of Inventory Display Formats in the Presence of Strategic Customers

Abstract: We propose a game-theoretical model of a retailer who sells a limited inventory of a product over a finite selling season by using one of two inventory display formats: display all (DA) and display one (DO). Under DA, the retailer displays all available units so that each arriving customer has perfect information about the actual inventory level. Under DO, the retailer displays only one unit at a time so that each customer knows about product availability but not the actual inventory level. Recent research suggests that when faced with strategic consumers, the retailer could increase expected profits by making an upfront commitment to a price path. We focus on such pricing strategies in this paper, and study the potential benefit of DO compared to DA, and its effectiveness in mitigating the adverse impact of strategic consumer behavior. We find support for our hypothesis that the DO format could potentially create an increased sense of shortage risk, and hence it is better than the DA format. However, although potentially beneficial, a move from DA to DO is typically very far from eliminating the adverse impact of strategic consumer behavior. We observe that, generally, it is not important for a retailer to modify the level of inventory when moving from a DA to a DO format; a change in the display format, along with an appropriate price modification, is typically sufficient. Interestingly, across all scenarios in which a change in inventory is significantly beneficial, we observed that only one of the following two actions takes place: either the premium price is increased along with a reduction in inventory, or inventory is increased along with premium price reduction. We find that the marginal benefit of DO can vary dramatically as a function of the per-unit cost to the retailer. In particular, when the retailer's per-unit cost is relatively high, but not too high to make sales unprofitable or to justify exclusive sales to high-valuation customers only, the benefits of DO appear to be at their highest level, and could reach up to 20% increase in profit. Finally, we demonstrate that by moving from DA to DO, while keeping the price path unchanged, the volatility of the retailer's profit decreases.

Pricing and Inventory Management

Abstract: Recent years have witnessed phenomenal growth of successful deployments of innovative pricing strategies in a variety of industries. For instance, no company underscores the impact of the Internet on product pricing strategies more than Dell Computers. The price of a product is not fixed on Dell’s Web site; it may change significantly over time. Of course, Dell is not alone in its use of sophisticated pricing strategies. Indeed, scores of retail and manufacturing companies have started exploring dynamic pricing to improve their operations and ultimately their bottom line.

Analysis of Residential Demand Response and double-auction markets

Abstract: Demand response and dynamic pricing programs are expected to play increasing roles in the modern smart grid environment. While direct load control of end-use loads has existed for decades, price driven response programs are only beginning to be explored at the distribution level. These programs utilize a price signal as a means to control demand. Active markets allow customers to respond to fluctuations in wholesale electrical costs, but may not allow the utility to control demand. Transactive markets, utilizing distributed controllers and a centralized auction, can be used to create an interactive system which can limit demand at key times on a distribution system, decreasing congestion. With the current proliferation of computing and communication resources, the ability now exists to create transactive demand response programs at the residential level. With the combination of automated bidding and response strategies, coupled with education programs and customer response, emerging demand response programs have the ability to reduce utility demand and congestion in a more controlled manner. This paper will explore the effects of a residential double-auction market, utilizing transactive controllers, on the operation of an electric power distribution system.

Relative Entropy, Exponential Utility, and Robust Dynamic Pricing

Abstract: In the area of dynamic revenue management, optimal pricing policies are typically computed on the basis of an underlying demand rate model. From the perspective of applications, this approach implicitly assumes that the model is an accurate representation of the real-world demand process and that the parameters characterizing this model can be accurately calibrated using data. In many situations, neither of these conditions are satisfied. Indeed, models are usually simplified for the purpose of tractability and may be difficult to calibrate because of a lack of data. Moreover, pricing policies that are computed under the assumption that the model is correct may perform badly when this is not the case. This paper presents an approach to single-product dynamic revenue management that accounts for errors in the underlying model at the optimization stage. Uncertainty in the demand rate model is represented using the notion of relative entropy, and a tractable reformulation of the “robust pricing problem” is obtained using results concerning the change of probability measure for point processes. The optimal pricing policy is obtained through a version of the so-called Isaacs' equation for stochastic differential games, and the structural properties of the optimal solution are obtained through an analysis of this equation. In particular, (i) closed-form solutions for the special case of an exponential nominal demand rate model, (ii) general conditions for the exchange of the “max” and the “min” in the differential game, and (iii) the equivalence between the robust pricing problem and that of single-product revenue management with an exponential utility function without model uncertainty, are established through the analysis of this equation.

The Impact of Competitive Entry in a Developing Market Upon Dynamic Pricing Strategies

Abstract: This paper analyzes dynamic pricing strategies for new durable goods in a two-period context. The first period is characterized as a monopoly market structure for a new product having dynamic demand. The second period begins when a new firm enters the market, and thereby changes the market structure to a duopolistic one. We begin by analyzing the pricing strategies of three types of monopolists: nonmyopic, myopic and “surprised.” A nonmyopic monopolist is a first entrant who perfectly predicts the competitive entry. A myopic monopolist totally discounts the duopolistic period, and a “surprised” monopolist is a first entrant who has the longer time horizon of the nonmyopic monopolist, but who does not foresee the competitive entry. Our results indicate that the nature of these pricing strategies may be quite different. It is optimal for the nonmyopic firm to price its product at a higher level than the myopic monopolist. Additional results indicate under what circumstances the “surprised” monopolist will p...