Pricing Strategies in a Digital Environment

Abstract

The paper aims to find out if there is a difference in the pricing strategies in online and offline environments as well as to establish the most common pricing strategies used by companies in a digital environment. With this regard, online research has been carried out of executive directors/managers/experts in 150 companies that provide services in three product categories: digital products; non-digital products sold both offline and online or online only; and digitalised services in addition to traditional offers. It is established that for the majority of the companies that sell both offline and online there is no difference in the pricing strategies used. The most common pricing strategy applied in a digital environment according to the adopted revenue model is dynamic pricing, of the product mix pricing strategies – bundle pricing, and according to the payment method – rebate systems.