Value creation in an algorithmic world: Towards an ethics of dynamic pricing

Choice of pricing strategy plays a central role in value creation and the effective functioning markets. Shifts technology growing availability data are facilitating ever more innovative forms strategy. Within emerging literature on ethics, there is gap our understanding specific challenges algorithmically generated dynamic pricing. Increasing automation shifts managerial focus from selection prices to choice algorithms. This paper expands ethics by conceptualizing ethical raised contemporary use We propose governance model for pricing, taking into account customer as stakeholder generation.