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The internet changes the way business is done. Increased information exchange leads to an unprecedented transparency that creates a new environment for vendors and buyers. Companies have more information about their customers' behaviour, while consumers can easily compare the offerings of different vendors and exchange information within a consumer community.
A series of consequences arise from this situation. Professor Reinartz analyses one of the prominent topics for web-induced, new possibilities: dynamic pricing. Based on customer data, internet technologies facilitate the implementation of price customisation. Depending on the consumer's …