Title: Unravelling the research landscape of dynamic pricing and learning: insights and future research directions

Authors: Ariit Sengupta; Himanshu Rathore; Suresh K. Jakhar

Addresses: Jindal Global Law School, O P Jindal Global University, Sonipat, Haryana, 131001, India ' Operations Management Area, Indian Institute of Management Lucknow, Lucknow, 226013, Uttar Pradesh, India ' Operations Management Area, Indian Institute of Management Lucknow, Lucknow, 226013, Uttar Pradesh, India

Abstract: This study is undertaken in an attempt to consolidate the existing literature on dynamic pricing and learning and offer a conceptual framework encapsulating its knowledge. The relevant articles were identified using pertinent keywords from Scopus database. Articles were screened using the PRISMA model, yielding 482 articles which were analysed employing a bibliometric analysis facilitated by VOSviewer and Biblioshiny (Bibliometrix). Further, a thematic content analysis was carried out to identify the underlying themes and the state-of-the-art of the literature. Citations and co-citation analysis revealed the intellectual structure of the field. The thematic content analysis unveiled four major themes that synthesised into a conceptual framework leveraging the interlinkages. Dynamic pricing and learning have been of immense practical relevance to pricing managers and researchers, owing to their effectiveness in enhancing revenues. This study attempts to consolidate the existing literature on dynamic pricing and learning.

Keywords: dynamic pricing; demand learning; revenue management; exploration-exploitation trade-off; behavioural pricing; machine learning; pricing strategy; network revenue management; bibliometric analysis; consumer fairness.

DOI: 10.1504/IJRM.2026.155517

International Journal of Revenue Management, 2026 Vol.16 No.1/2, pp.79 - 113

Received: 30 Apr 2025
Accepted: 14 Nov 2025
Published online: 04 Aug 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article