DX and Dynamic Pricing

Abstract

The theme of this issue is DX and Dynamic Pricing. One of the reasons we chose this theme is that there have not been many opportunities for discussion of the digitalization of pricing in a manner that is open to non-experts of the area. In the past, this magazine has featured a number of special topics on digital marketing, but has never focused on digital pricing. For this reason, we decided to pick dynamic pricing in this issue. The second reason is, now that we have covered digitalization in various aspects of marketing, we believe that the next important theme to be discussed is the digitalization of the entire business, or DX. For these two reasons, we have chosen DX and dynamic pricing as the special topic. This issue contains four papers. For dynamic pricing, the two papers in this issue include a review paper and an empirical study, and for DX, the two papers include a theoretical study and a case study, with the latter verifying the framework proposed in the former.