The Influence of Pricing on the Formation of a Company’s Competitive Strategy

Successful entrepreneurial activity in the current conditions of digital transformation of the economy and business requires a deep understanding of the relationship between pricing and competitive strategy. These two aspects of business activity are crucial for achieving a sustainable position in the market. The aim of this article is to explore the theoretical and practical aspects of pricing, competitive strategy, business transformation in the context of the digitalization of the economy and society, to substantiate the influence of pricing on the formation of a company’s competitive strategy in the context of digitalization of business processes, and to develop practical recommendations for implementing modern pricing methods and tools into operations to ensure the company’s competitiveness in the market. The article analyzes how pricing affects a company’s competitive strategy in the context of digitalization. It is highlighted that the use of modern digital tools allows companies to maintain a competitive advantage and effectively manage their resources, which, in turn, contributes to the sustainable development of business in the global digital economy. The relevance of implementing modern pricing methods in the operations of companies is substantiated, as these methods aid in forming the competitive strategy of businesses in the digital age. Companies that invest in the development and implementation of dynamic pricing models not only have the opportunity to maximize profits but also to create additional value for their customers, respond flexibly to changes, and ensure a favorable market position. Tools for optimizing the pricing process have been proposed to ensure the formation of a competitive strategy for the enterprise. The main characteristics, methods, and tools of dynamic pricing that can assist in automating the processes of market analysis are outlined. It is demonstrated that this approach is becoming particularly relevant, providing flexibility, responsiveness, and the most accurate utilization of market opportunities. Prospects for further research in this field include studying global and domestic experiences in developing competitive strategies in a digital environment.