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The development of the digital age has made data and information more transparent, enhancing the strategic perspectives of both buyers (strategic waiting) and sellers (price fluctuations) in their decision-making. This research investigates the optimal dynamic pricing strategy of the content product developer in relation to their consideration of consumer fairness concerns to elucidate the impact of consumer fairness concerns on the dynamic pricing strategy of the developer.

This paper assumes that monopolistic content developers implement a dynamic pricing strategy for the content product. Through constructing a two-period dynamic pricing game model, this research investigates the optimal decisions of the content developer, contingent upon their consideration or disregard of consumer fairness concerns. In the extension section, the authors additionally account for the influence of myopic consumers on these optimal decisions.

Our findings reveal that the degree of consumer fairness concerns significantly influences the developer’s optimal dynamic pricing decision. When a developer offers content products with lower depth, there is a propensity for the developer to refrain from incorporating consumer fairness concerns into a dynamic pricing strategy. Conversely, in cases where the developer offers a high-depth content product, consumer fairness concerns benefit the developer. Furthermore, our analysis reveals a consistent benefit for the developer from the inclusion of myopic consumers.

Few studies have delved into the conjoined influence of consumer fairness concerns and strategic behavior on dynamic pricing strategy. Our findings indicate that consumer fairness concerns can enhance the efficiency of the value chain for content products under specific conditions. This paper not only enriches the existing literature on dynamic pricing by incorporating consumer fairness concerns theoretically but also offers practical insights. The outcomes of this research can guide content product developers in devising optimal dynamic pricing strategies.

Responding to the store brand (SB) introduction by the retailer, the manufacturer may adopt the strategic choice of incorporating the fairness concern behavior of the retailer. This paper aims to examine how the manufacturer can counteract the retailer’s SB introduction by strategically choosing to or not to incorporating the retailer’s fairness concern.

This paper considers the SB introduction problem in a two-echelon supply chain consisting of one manufacturer and one retailer with fairness concern behavior. This paper resolves the pricing strategies under four strategic scenarios regarding fairness concern incorporation and SB introduction and examine the influences from the fairness concern on pricing strategies and profits. This paper further investigates the strategic choice equilibrium of the manufacturer and retailer on fairness concern and SB introduction decision.

The results show that the retailer can be better off by the introduction of the SB only when the acceptance degree of the SB is high enough. And whether the manufacturer should incorporate the retailer's fairness concern depends on the consumer's acceptance of the SB: Only when the consumer's acceptance is moderate, the manufacturer is able to counteract the SB by strategically not incorporating the retailer’s fairness concern behavior. Otherwise, the manufacturer cannot prevent the retailer from introducing the SB and can be better off by incorporating the retailer’s fairness concern behavior.

This paper contributes to the literature by examining whether the manufacturer can adopt the strategic incorporation of the retailer's fairness concern to counteract the retailer's SB introduction.

The purpose of this paper is to investigate the impact of fairness concern on the optimal pricing, carbon emission reduction (CER), green marketing efforts (GME) and utility of supply chain members in a two-echelon low-carbon supply chain composed of one manufacturer and one retailer. First, three basic models that consider the manufacturer’s different attitudes toward the retailer’s fairness concern are constructed. The optimal decisions of these models are obtained. Second, these optimal solutions are compared, and the effects of some key parameters including fairness concern on the optimal decisions and utility are examined for the three models. Furthermore, the manufacturer may misestimate the retailer’s fairness concern; therefore, an extended model is proposed.

The authors adopt the manufacturer-led Stackelberg game theoretic framework, where the manufacturer decides the wholesale price and CER level and, then, the retailer determines the retail price and GME.

The results show that fairness concern has a negative impact on the wholesale price, the level of CER and GME, and fairness concern are not always beneficial for maximizing utility, although it is related to whether the manufacturer pays attention to the retailer’s fairness concern. The manufacturer will gain more utility when considering the fairness concern of retailers than non-consideration. Overestimating or underestimating the fairness concern of the retailers does not lead to benefits for the manufacturer.

This study has the following two limitations that need to be addressed in future research. First, the authors only consider the fairness concern of a single retailer but not peer-induced fairness among multiple competing retailers, which can be taken into account in future studies. Second, the demand function is linearly related to price, CER and GME. Because of the uncertainty of market information, the uncertainty demand function can be further considered.

This paper simultaneously considers the factors CER, GME and fairness concern. The utility function of the retailer is established according to taking the Nash bargaining solution as a fairness reference point, and four different models are constructed and compared.

The purpose of this paper is to put forward a multi-period dynamic pricing strategy for perishable food considering consumers’ price fairness perception. The impacts of the multi-period retail price, food freshness and inventory shortage risk on consumers’ heterogeneous willingness to pay (WTP) and their strategic purchasing behaviours are studied.

The authors present a price optimization model for perishable food, and conduct a laboratory experiment to justify the theoretical model. The data collected are analysed by correlation analysis and nonparametric test.

The results obtained reveal, first, food freshness and inventory shortage risk have effect on consumers’ heterogeneous WTP. Second, different retail prices lead to consumers’ strategically purchasing behaviours. Finally, consumers’ intertemporal price fairness perception and the food retailer’s long-term utility maximization can be achieved by developing multi-period dynamic pricing strategy.

This study suggests the perishable food retailer to apply a step-by-step price markdown strategy. It aims at eliminating price unfairness perceptions caused by loss of freshness and high shortage risk of the perishable food in the subsequent selling periods within the shelf life. Some valuable managerial insights towards perishable pricing for food retailers are discussed.

This study serves as the first step to utilize a laboratory experiment to dig out consumers’ intertemporal WTP towards perishable food. It also presents a novel way for describing consumers’ intertemporal price fairness perception by equalizing consumers’ average utilities considering consumer surplus, food freshness and shortage risk at different selling periods. The line of research on dynamic pricing concerning consumers’ price fairness perception is quite new in academic research, and has arisen due to its importance for food retailers of maximizing their long-term revenues and also of constructing mutual benefit and lasting connections with the consumers.

The purpose of this paper is to show how the development of location‐based services (such as those using global positioning satellite (GPS) systems) has accompanied the growth of mobile telecommunication, providing mobile telephone users with a variety of functions. The paper aims to considers the benefits and concerns that these location‐based services present to consumers.

The paper identifies issues based on the academic literature, relevant theory, and current mobile telecommunication developments.

While location‐based services offer many benefits to consumers, issues pertaining to privacy, trust and justice are significant areas of concern.

Testable research propositions pertaining to consumer behaviour are offered to guide future research.

Socially‐responsible telecommunication firms should consider the issues that are raised here. They should adopt policies to safeguard data, build trust, and offer consumers fair policies as the firms offer location‐based services.

While much has been written about GPS systems and wireless telecommunications, almost no empirical research has been conducted and little theoretical guidance has been offered to prospective researchers. The paper reviews the literature from a variety of disciplines and identifies important theoretical areas to guide future research on consumer behaviour. The paper identifies important issues for researchers and managers.

Corporations operating global value chains must grapple with a multiplicity of ethical and practical considerations, most notably when value chains extend to emerging markets. Such contexts involve interactions with diverse stakeholders who possess the ability to impact supply chain performance, but who also bring conflicting needs, values and interests. The purpose of this paper is to outline a transformative model of supply chain fairness, arguing that adopting plural fairness principles and practices generates a higher fairness equilibrium which includes all affected stakeholders in the production of fairness outcomes, with consequent positive organizational and system level impacts.

Through a philosophically informed overview of the literature on organizational fairness, the paper applies fairness to the management of supplier relations to identify the institutional features of ethically sustainable supply chains. The proposed conceptual model uses a complex adaptive systems approach (CADs), supplemented by describing the contribution of fairness norms and practices.

This paper argues that a transformative approach to supply chain fairness can suggest new structures for interaction between firms, stakeholders, mediating institutions and governments.

Emerging market supply chains are facing significant changes. Adopting a complex adaptive systems perspective upon stakeholder relationships, this paper offers insights from the theoretical literature on fairness, and proposes a normative model of supply chain fairness which accounts for both the normative and empirical aspects of relational complexity.

As businesses become more sophisticated and welcome new technologies, artificial intelligence (AI)-based methods are increasingly being used for firms' pricing decisions. In this review article, we provide a survey of research in the area of AI and pricing. On the upside, research has shown that algorithms allow companies to achieve unprecedented advantages, including real-time response to demand and supply shocks, personalized pricing, and demand learning. However, recent research has uncovered unforeseen downsides to algorithmic pricing that are important for managers and policy-makers to consider.

Reports on a study to investigate the impact of customer satisfaction of different types of company responses to letters of complaint. Considers the effects on consumers of various defensive marketing strategies: letter and free good, letter only, and no response. Surmises that the results support the notion that appropriate defensive marketing strategies can improve the company′s image among customers who write complaint letters.

This study considers a contracting problem between a fairness concerned entrepreneur (EN) and a fair-neutral venture capitalist (VC) to explore the effects of asymmetry, agency conflicts and fairness concerns.

The authors construct the model by assuming the EN's risk aversion degree is private information, which is more realistic but ignored in most studies. Under the principal–agent framework, the authors solve the VC's optimal contracting models by identifying the ranges of feasible solution, where the optimal solutions of these models are explicit and nicely reconcile the “private equity” puzzle. Moreover, validity of the optimal solutions is verified by numerical simulations.

In accordance with empirical evidence, information asymmetry lowers the optimal equity share that the VC provides to EN but raises EN's profit due to lower effort disutility and information rent. Moreover, the authors find that the fairness concerns is beneficial for the EN, where it not only increases the EN's optimal equity share, but also enhances the certainty equivalence of the EN's utility regarding its profit. Relative to the benchmark model where the EN's risk aversion degree is common knowledge, the EN's efforts recommended by the optimal contract is less sensitive to the EN's fairness concerns degree when the EN does not actually announce its risk aversion degree.

First, the authors incorporate asymmetry to study a two-period contracting problem and explore how it affects the equity shares allocated to the contractual parties. Second, the authors incorporate fairness concerns and analyze its effect regarding the decision-makings and profits.

The paper attempts to discuss the impact of reference price effect on pricing decisions.

With the growth of the Internet and e-commerce, more and more customers purchase products in through online channels and choose products by comparing different prices and services, and the reference price effect has an impact on pricing decisions. To investigate the impact of consumers' reference price effect on the dual-channel supply chain, the authors establish a basic model consisting of a single dominant manufacturer and a single downstream retailer, and analyze the optional decisions under different situations and discuss the influence of reference price effect. Finally, a number case verifies the validity and rationality of the proposed model.

The results show that (1) the reference price effect has varying effects on the price, channel demand and income of manufacturers and retailers in the channel depending on the role of customers' channel preferences. (2) The manufacturer's online channel demand and profits always increase with the reference pricing effect, whereas the retailer's offline demand and profits always decline. (3) When the proportion of consumers preferring offline is higher, the manufacturer's network price and wholesale price increase with the reference price effect, while the retailer's retail price decreases with the reference price effect; when the proportion of consumers preferring offline is lower, the opposite is true, and the centralized decision results are consistent with the decentralized decision results.

This paper can clarify the impact of consumer reference price effects on the operation of dual-channel supply chains, and help inform pricing decisions of manufacturers and retailers in dual-channel supply chains.

The proposed approach can well analyze the impact of consumer reference price effect and give channel their optional decisions.