Ценови стратегии за продуктов микс в дигитална среда
Product Mix Pricing Strategies in a Digital Environment

Author(s): Tatyana Netseva-Porcheva
Subject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: bundle pricing; captive product pricing; product line pricing
Summary/Abstract: This paper aims at revealing the variety of product mix pricing strategies used by companies in a digital environment. With this regard, it examines the essence of the most common product mix pricing strategies in a digital environment; provides reasons for the applicability of each strategy with relation to particular cases; considers the advantages and disadvantages of these pricing strategies and gives examples from the practice of Bulgarian and foreign companies successfully implementing them. Based on empirical research conducted in 2022, it has been established that the most frequently used product mix pricing strategy in a digital environment is bundle pricing.

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