ABSTRACT
Recent advances in information and digital technology are creating significant opportunities and tools for the firm to implement innovative pricing strategies, while at the same time presenting many challenges to the success of their existing strategies. In this chapter, these developments and emerging trends in digital technology are outlined and analyzed with respect to how they create opportunities and challenges for a firm in the realm of pricing. Based on this analysis, research directions on pricing in the digital era are discussed with a specific focus on (1) how firms ought to orient themselves to better prepare for these changes, and (2) what the implications are for consumer behavior in this evolving environment.
