Marketers have long understood the use of price discriminatory techniques to exploit profit opportunities. This analysis provides details on existing strategies in price discrimination and the psychological theories behind the acceptance of these strategies. Utilizing several expert interviews, new opportunities to implement discriminatory pricing in an increasingly dynamic environment are discovered. Here, the main focus lies on showing the potential of dynamic pricing strategies in different industries and the implications for marketers concerning future pricing strategies.

Lea Schneider studied International Marketing at Pforzheim Business School, Germany and ITESM in Monterrey, Mexico. For her masters degree, she specialized in Strategic Entrepreneurship at the Rotterdam School of Management in the Netherlands.