Title: The effect of the turbulent environment on pricing

Authors: Gábor Rekettye; Gábor Rekettye Junior

Addresses: University of Pécs, 7622 Pécs, Rákóczi u. 80, Hungary ' International Business School, 1031 Budapest, Záhony u. 7, Hungary

Abstract: The study's aim is two-fold. First, it intends to analyse the effect of the changing and turbulent environment on companies' pricing policy elbowroom. Second, it wants to discuss new innovative business models based mainly on pricing. An important objective was to arrive at general findings not limited to a specific industry, country, or geographical location. The conceptual study concluded that the zone of companies' pricing decisions has changed since the COVID-19 pandemic and the high inflation following the pandemic. Companies introduce disruptive business policies based on new pricing methods to survive in this turbulent environment. The study's result is the categorisation of these pricing policies. In today's turbulent environment, companies should devote even more energy to improving their pricing activity and creating a healthy balance between the value and price of their offerings.

Keywords: zone of pricing; pandemic; inflation; turbulent environment; disruptive policies; low pricing; hybrid pricing; value pricing.

DOI: 10.1504/IJBPM.2026.152317

International Journal of Business Performance Management, 2026 Vol.27 No.2, pp.221 - 234

Received: 09 Feb 2024
Accepted: 13 May 2024
Published online: 16 Mar 2026 *

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