ISSN (print) - 0131-7652

ISSN (online) - 2686-7605

Vol. 56 No. 1 (2026)
Cover story: the “Price” of Prices

Pricing Рolicy under Digital Economy: New Possibilities and New Risks

Requires Subscription or Fee PDF (Русский) (RUB 200)
  • N.M. Rozanova
N.M. Rozanova
The Moscow School of Economics Lomonosov Moscow State University; Moscow State Institute of International Relations (MGIMO)
DOI: https://doi.org/10.30680/ECO0131-7652-2026-1-27-40

Published 2026-01-29

Keywords

  • nonlinear pricing; algorithmic pricing; price policy; digital pricing strategies; consumer; digital economy

How to Cite

1.
Rozanova Н. Pricing Рolicy under Digital Economy: New Possibilities and New Risks. ECO [Internet]. 2026 Jan. 29 [cited 2026 Jan. 30];56(1):27-40. Available from: https://ecotrends.ru/index.php/eco/article/view/4934

Abstract

The paper examines new forms of price interactions that have become widespread in the digital economy. Based on an analysis of foreign empirical studies, it identifies the pricing tools used by modern companies. It is shown that the digital economy not only creates new opportunities for innovative digital formats (algorithmic nonlinear pricing, personalized prices, individualized price dynamics), but also generates new threats for companies associated with increased competition and customer disloyalty. Digital pricing pressure from companies generates a complex response from buyers, changing a number of elements of optimal consumer choice. All this leads to a nonlinear relationship between a company’s digital activity and its sales, revenue, and profit.
Requires Subscription or Fee PDF (Русский) (RUB 200)

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