Az ipar 4.0 hatása az árakra és a vállalati árképzés gyakorlatára




Industry 4.0, prices, costs, disruptive innovation, business models, price policies


The article discusses the effect of Industry 4.0 on prices and price settings. The main conclusion is that the elbowroom of price setting is growing. This development makes it possible, even obligate, for the organizations to rethink their pricing strategy and to introduce new, more sophisticated pricing technologies. This is even more relevant in those fields where disruptive innovations dominate the scene. The pricing policy is going to be the central element of the disruptor and disrupted companies’ business policies. The pricing policy is also influenced by the growing bargaining power of customers. Already today, consumers and organizational buyers access to plenty of information about the products, prices, costs, companies; and as a result of this their decision journey is going to change and become more sophisticated. Among these circumstances, companies have to find a subtle balance, which can make them successful in the magic triangle of the company, customers and competitors.


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Author Biography

Gábor Rekettye, University of Pécs

Professor Emeritus



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How to Cite

Rekettye, G. (2020). Az ipar 4.0 hatása az árakra és a vállalati árképzés gyakorlatára. Vezetéstudomány / Budapest Management Review, 51(4), 15–25.