Dynamic Pricing in Manufacturing SMEs: a Literature Review

This literature review explores the implementation of dynamic pricing (DP) in Small and Medium-sized Manufacturing Enterprises (SMEs) navigating a competitive market and facing a VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) environment. We assess how this strategy could affect their profitability and competitiveness, particularly for those differentiating through customized product offerings. Our methodology involves a detailed analysis of 28 models suited to the manufacturing context, revealing a predominant focus on capacity management rather than integration and minimization of overall productions costs. Our findings suggest an underutilized potential of DP, combined with production management, as leverage for agility in these enterprises. The study highlights the need for models more aligned with SME operational realities and opens avenues for future research, especially through practical cases and implementation cost evaluations.