Adaptive Price Management: Content, Benefits, and Challenges

Abstract

The article explores the essence of adaptive price management as a modern tool for increasing the competitiveness of enterprises. Its key principles, advantages and challenges of implementation in the conditions of digitalization of the economy are identified. The features of the application of dynamic, algorithmic, personalized and psychological pricing as the main methods of adaptive pricing policy are considered. The advantages and risks of the above pricing methods are analyzed. The possibilities of implementing adaptive price management in the activities of Ukrainian enterprises are considered. It is concluded that for small and medium-sized domestic enterprises, full-fledged dynamic pricing is still inaccessible. Recommendations are developed for the phased implementation of adaptive price management at enterprises, taking into account Ukrainian realities. It is substantiated that adaptive pricing provides enterprises with the opportunity to respond promptly to changes in demand, consumer behavior and competitors' actions, while requiring the availability of analytical resources, digital technologies and a balanced approach to the ethical aspects of using pricing algorithms. A promising direction for further research is the assessment of risks and limitations of the use of algorithmic and dynamic pricing, in particular in the context of ensuring transparency, fairness and consumer protection.