Yarmolenko Y. Modeling transactional pricing in the information economy

The work is dedicated to studying transactional pricing processes under conditions related to the information economy and information society. The practical value of the thesis work lies in proposing economic, mathematical, and modeling methods for solving support and automatization problems related to transactional pricing processes. A high level of competition between enterprises and objectively existing processes of informatization of all spheres of human activity makes us look for new ways of increasing companies’ competitive advantages. Several reasons force companies to reconsider their pricing strategies. One of the most important reasons is the access to new sources of information, including personal data, which helps assess market demand and individual customer demand more accurately. On the other hand, the use of confidential information is regulated more strictly by national legislation. Also, customers’ demand for the ethical use of personal data and compliance with the purpose of its collection is growing. We found a specific pricing type that cannot be associated either with dynamic or customized pricing, however still based on the demand evaluation. This fact required an improvement of the already existing but unpopular in scientific literature term “transactional pricing.” According to the author’s definition, one should consider transactional pricing as “the practice of setting prices for each transaction while considering its direct and indirect features to achieve the commercial goals of an enterprise.” Section 1 of the dissertation investigates the theoretical and methodological basis of transactional pricing in the information economy. The first paragraph explains how 7 different processes associated with economic informatization affect modern pricing trends. Further, in the second paragraph, the difference between pricing types is investigated, and we developed an approach to defining the transactional type of pricing. The third paragraph of the section is devoted to studying legal and ethical requirements to pricing, which should be considered when implementing different pricing strategies for e-commerce enterprises.