Title: Lifecycle-oriented and utility-based dynamic revenue management for long-lasting products

Authors: Mostafa Ahmadinejad

Addresses: Chair of Managerial Accounting (Controlling), Saarland University, Campus B4 1, 66123 Saarbrücken, Germany

Abstract: This study presents a lifecycle-oriented and utility-based dynamic revenue management (LUDRM) approach that aims to forecast and manage the lifecycle revenue structure of the new product, enabling the company to determine in advance the optimal sequence of intertemporal selling prices and sales volumes. This involves considering the perceived benefit of the product from the customer's point of view, the customer's purchasing behaviour and adoption rate for the new product, the evolution of their preferences and price evaluations over time, the company's pricing policy and strategy, and the dynamic possibilities of revenue influencing factors during the entire product's lifecycle (PLC). The LUDRM presents decision-making and planning guidelines for the manufacturer, who wants to produce a new long-lasting product with high selling prices (e.g., cars, ships, airplanes, etc.), operates in competitive markets, and faces strategic customers.

Keywords: lifecycle-oriented dynamic revenue management; conjoint analysis; CA; willingness-to-pay; WTP; new product's launch time target revenue management; LTR; intertemporal target revenue management; ITR.

DOI: 10.1504/IJPLM.2025.150917

International Journal of Product Lifecycle Management, 2025 Vol.16 No.1, pp.34 - 61

Received: 05 Dec 2023
Accepted: 10 Dec 2024
Published online: 05 Jan 2026 *

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