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.


Download data is not yet available.

Author Biography

Gábor Rekettye, University of Pécs

Professor Emeritus



Acquia (2018). Closing the Gap: Customer Experience Trends Report 2019. Retrieved from

Ariely, D. (2014). Predictably irrational, revised and expanded edition: The hidden forces that shape our decisions. New York: Harper Perennial.

Ali, F., Amin, M. & Cobanoglu, C. (2016). An Integrated Model of Service Experience, Emotions, Satisfaction, and Price Acceptance: An Empirical Analysis in the Chinese Hospitality Industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.

Baharí, N., Maniak, R., and Fernanrez, V. (2015). Ecosystem Business Model Design, X XIVe Conférence Internationale de Management Stratégique, Paris, June 2015, pp. 1-18.

Balasubramanian, S., Bhattacharya, S., and Krishnan, V. (2015). Pricing Information Goods: A Strategic Analysis of the Selling and Pay-per-use Mechanisms. Marketing Science, 34(2), 218-234.

Barakonyi K. (2008). Üzleti modellek. Vezetéstudomány, 39(5), 2-14.

Bradley, J., Loucks, J., Macaulay, J., Noronha, A., & Wade, M. (2015). New Path to Customer Value. Global Center for Digital Business Transformation. IMD. Retrieved from

Caudron, L., & Van Petergen, D. (2015). Digital Transformation: A model to master digital disruption. Duval Union Consulting, Retrieved from

Chandler Jr., A.D. (1990). Scale and Scope – The Dynamics of Industrial Capitalism. Cambridge, MA.: The Belknap Press of Harvard University Press.

Chang, W-L., & Yuan, S-T. (2007). An overview of information goods selling. International Journal of Electronic Business, 5 (3), 2 94-314. h ttps://

Danyi P. (2018). A mesterséges intelligencia alkalmazása az árazásban. Marketing és Menedzsment, 52(3-4), 5-18.

Danyi P. (2019). A mesterséges intelligencia árazásbeli alkalmazásának várható hatásai. Marketing és Menedzsment, 53(1), 17-31. (in press).

Danyi P., & Veres I. (2019). Modern árazás. Budapest: Budapesti Műszaki és Gazdaságtudományi Egyetem.

Elzen, B., Geels, F. W., & Green, K. (2004). System Innovation and the Transition to Sustainability – Theory, Evidence and Policy. Northampton, MA: Edward Elgar Publisher.

Emmer, M. (2019). New Pricing Models for the Digital Era. Forbes Magazine, Jan. 22, Retrieved from

Jullien, B., Reisinger, M., & Rey, P. (2019). Personalized Pricing and Brand Distribution (working paper). Toulouse School of Economics, No TSE – 995, March.

Freeman, C., & Pérez, C. (1988). Structural crises of adjustment: Business cycles and investment behaviour. In G. Dosi (Ed.), Technical Change and Economic Theory (pp. 38-66). London: Pinter Publishers.

Kalyanaram, G., & Little, J.D.C. (1994). An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods. Journal of Consumer Research, 21(3), 408–418.

Kawasaki, G. (2015). The Art of Evangelism. Harvard Business Review. Retrieved from

Khoo, D. (2014). How has the internet changed consumers over the past 10 years and how can marketers best adapt?, September 25, 2014. Retrieved from

Krämer, A., & Kalka, R. (2017). How digital disruption changes pricing strategies and price models. In Phantom Ex Machina (pp. 87-103). Wiesbaden: Springer. Retrieved from

Krugman, P. (2000). Reckonings; What Price Fairness? The New York Times, Oct. 4, 2000. Retrieved from

Kucuk S. U., & Krishnamurthy, S. (2007). An analysis of consumer power on the Internet. Technovation, 27(1–2), 47-56.

Lemon, K. N., & Verhoef, P.C. (2016). Understanding Customer Experience throughout the Customer Journey. Journal of Marketing, 80(6), 6 9-96. h ttps://

Loucks, J., Macaulay, J., Noronha, A., & Wade, M. (2016). Digital Vortex. Lausanne: IMD.

Mohammed, R. (2018). The Good-Better-Best Approach to Pricing. Harvard Business Review, 96(9), 106-115.

Monostori, L. (2015). Cyber-physical production systems: roots from manufacturing science and technology. Automatisierungstechnik, 63(10), 766–776.

NICE in Contact (2018). 2018 Customer Experience (CX) Transformation Benchmark. Retrieved from:

Nikola, S. (2018). Volvo’s New Pitch: ‘Don’t Buy This Car’. Bloomberg Business Week, 2018, Dec. 11. Retrieved from:

Nuvolari, A. (2018). Understanding successive industrial revolutions: A “development block” approach.

Phlips, L. (1981). The economics of price discrimination. Cambridge: Cambridge University Press.

Pigou, A. C. (1920). The Economics of Welfare. London: Macmillan and Co Ltd. Retrieved from

Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64–88.

Pranjić, G., & Rekettye, G. (2019). Interaction of the Social Media and Big Data in Reaching Marketing Success in the Era of the Fourth Industrial Revolution. International Journal of Business Performence Management, 20(3), 247–260.

Radjou, N., & Prabhu, J. (2014). What Frugal Innovators Do. Harvard Business Review. Retrieved from

Rekettye G, & Liu, J. (2018a). Pricing – The New Frontier. London: Transnational Press.

Rekettye G. (2018). Értékteremtés 4.0 – Termékek és szolgáltatások vevőorientált tervezése, fejlesztése és menedzselése. Budapest: Akadémiai Kiadó.

Rekettye G. (2011). Multidimenzionális árazás. Budapest: Akadémiai Kiadó.

Rekettye G., & Liu, J. (2018b). The present state of the game ‘hide and seek’ in pricing. International Journal of Business Performance Management, 19(2), 158-168.

Richardson, A. (2010). Understanding Customer Experience. Harvard Business Review. Retreived from

Rüβman, M., Lorenz, M., Gerbert, P., Waldner, M., Justus, J., Engel, P., & Harnisch, M. (2015). Industry 4.0. Boston Consulting Group, April 2015. Retrieved from:

Salesforce research (2018). State of the Connected Customers – Insights from 6700+ consumers and business buyers on the intersection of experience, technology, and trust. Retrieved from:

Schäffer, D. (2018). A "megokosodott" fogyasztó mítosza. Élelmiszer Magazin, 11. Retrieved from:

Shapiro, C., & Varian, H.R. (1998). Versioning: The Smart Way to Sell Information. Harvard Business Review, 75(11), 106-119.

Steppe, R. (2017). Online price discrimination and personal data: A General Data Protection Regulation perspective. Computer Law & Security Review: The International Journal of Technology Law and Practice, 33(6), 768-785.

Strange, R., & Zucchella, A. (2017). Industry 4.0, global value chains and international business. Multinational Business Review, 25(3), 174-184.

Szemerédi E. (2019). Autonóm járművek – biztonság, használat és észlelt hasznosság. Tér Gazdaság Ember, 7(1), 111-135.

Tao, F., Cheng, Y., Zhang, L., & Nee, A. Y. (2017). Advanced manufacturing systems: socialization characteristics and trends. Journal of Intelligent Manufacturing, 28(5), 1079-1094.

Törőcsik M. (2016). A fogyasztói magatartás új tendenciái. Vezetéstudomány, 47(Marketing-tudományi különszám),19-25.

Varian, H.R. (1995). Pricing Information Goods (working paper). University of Michigan, Retrieved from




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.