Should firms employ personalized pricing?

Material type: 文書・図像類

Author: Matsumura, Toshihiroほか

Publisher: The Institute of Social and Economic Research, Osaka University

Publication date: 2013-03

Material Format: Paper

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Note (General)：: The recent developments in information technology (IT) have enabled firms to employ personalized pricing. Should all firms employ personalized pricing...

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Paper

Material Type: 文書・図像類
Title: Should firms employ personalized pricing?
Author/Editor: Matsumura, Toshihiro
Matsushima, Noriaki
Author Heading: Matsumura, Toshihiro
https://nrid.nii.ac.jp/nrid/1000070263324
Matsushima, Noriaki
https://nrid.nii.ac.jp/nrid/1000080334879
Publication, Distribution, etc.: The Institute of Social and Economic Research, Osaka University
Publication Date: 2013-03
Publication Date (W3CDTF): 2013-03
Periodical title: Institute of Social and Economic Research Discussion Papers
No. or year of volume/issue: 869
Volume: 869
Text Language Code: eng
Subject Heading: personalized pricing
heterogeneity
cost reductions
game theory
Target Audience: 一般
Note (General): The recent developments in information technology (IT) have enabled firms to employ personalized pricing. Should all firms employ personalized pricing even though the adaptation costs of such pricing strategies are not high? This paper theoretically demonstrates a situation in which all firms do not always employ personalized pricing even though the fixed costs to do so is zero. The model is based on those of Thisse and Vives (1988) and Shaffer and Zhang (2002). Our model incorporates the fact that firms engage in marginal costreducing activities after they decide whether to employ personalized pricing. As employing personalized pricing induces the rival firm to engage more in reducing its costs, to mitigate the cost-reducing activities of firms, the less-efficient firm should not employ personalized pricing. Our main result indicates that such firms should take into account their relative competitive positions and technological environments. When firms are small, they would need to reconsider whether to employ personalized pricing.
References (URI): URI
http://www.iser.osaka-u.ac.jp/library/dp/2013/DP0869.pdf
Data Provider (Database): 国立情報学研究所 : 学術機関リポジトリデータベース（IRDB）（機関リポジトリ）
https://irdb.nii.ac.jp
Original Data Provider (Database): 大阪大学 : 大阪大学学術情報庫　桜華