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Keywords: Interactive pricing
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Journal Articles
Journal of Research in Interactive Marketing 1–19.
Published: 19 August 2026
...Lan Luo; Gihan S. Edirisinghe; Yong Wang; Narmada M. Balasooriya; Xiangyu Wang Purpose This study reconceptualizes interactive pricing as a reciprocal and value co-creation process that sets personalized optimal prices to drive purchases and profit margins. We introduce Predictive Global...
Includes: Supplementary data
