BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Elaborating an Adaptive Pricing Strategy in the Early Stages of Startup Development
Serhiienko O. A., Samus P. O., Sosnov I. I.

Serhiienko, Olena A., Samus, Pavlo O., and Sosnov, Ihor I. (2025) “Elaborating an Adaptive Pricing Strategy in the Early Stages of Startup Development.” Business Inform 3:164–174.
https://doi.org/10.32983/2222-4459-2025-3-164-174

Section: Economic and Mathematical Modeling

Article is written in Ukrainian
Downloads/views: 0

Download article (pdf) -

UDC 339.138: 659

Abstract:
The article examines the issue of adaptive pricing at the early stages of startup development, particularly using the example of the Health Helper startup. Considering the instability of the external environment, market globalization, and the impact of crisis phenomena, startups are forced to respond promptly to changes and adapt their pricing strategies. It is determined that effective pricing management is a key factor in ensuring competitiveness, market positioning, and profit maximization. The aim of the article is to develop and implement an adaptive pricing strategy at the early stages of startup development and manage pricing policy under conditions of uncertainty as a key tool for ensuring competitive advantages and stable growth. The role of economic-mathematical methods in the process of forming pricing policy has been studied, which allows for reducing the level of subjectivity in decision-making and increasing the speed of adaptation to changes in market conditions. An adaptive flexible pricing management system for startups has been proposed, which encompasses forecasting internal and external factors, selecting optimal pricing policies, setting base prices, and mechanisms for controlling strategy implementation. The developed system includes the analysis of capitalization and profitability levels, allowing for the determination of startup goals and the selection of the most efficient pricing strategy. The use of forecasting methods at a specific point in time facilitates the choice of an optimal pricing strategy, while the analysis of pricing factors enables the formation of a base price. Monitoring the compliance of established prices with strategic goals ensures price adjustments based on a set of managerial decisions. It is determined that the pricing policy of a startup is a dynamic process influenced by internal and external factors. In the event of significant deviations from forecasted values, the system provides a mechanism for operational adjustment. Constant monitoring of changes in the market environment allows for timely responses to challenges by developing tactical measures to achieve strategic goals. In the case of critical deviations, the system provides the possibility of changing the pricing strategy or applying mechanisms to regulate pricing policy according to the existing market conditions. The proposed adaptive pricing management system allows for the identification and minimization of risks associated with environmental uncertainty and enhances the efficiency of startup development by ensuring a comprehensive approach, prompt adjustments, and adaptation to changes, which contributes to strengthening the startup’s market position and increasing its profitability.

Keywords: price, adaptive pricing, pricing policy, startup, strategy, tactics, management, development.

Fig.: 6. Formulae: 3. Bibl.: 16.

Serhiienko Olena A. – Doctor of Sciences (Economics), Professor, Professor, Department of Entrepreneurship, Trade and Logistics, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Samus Pavlo O. – Postgraduate Student, Department of Entrepreneurship, Trade and Logistics, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Sosnov Ihor I. – Candidate of Sciences (Engineering), Associate Professor, Associate Professor, Department of Entrepreneurship, Trade and Logistics, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

Colombo, M., Piva, E., Quas, A., & Rossi-Lamastra, C. (2020). Dynamic capabilities and high-tech entrepreneurial ventures’ performance in the aftermath of an environmental jolt. Long Range Planning, 54(3). https://doi.org/10.1016/j.lrp.2020.102026
Falahat, M., Ramayah, T., Soto-Acosta, P., & Lee, Y.-Y. (2020). SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance. Technological Forecasting and Social Change, 152. https://doi.org/10.1016/j.techfore.2020.119908
Gomez-Prado, R., Alvarez-Risco, A., Cuya-Velasquez, B. B., et al. (2022). Product Innovation, Market Intelligence and Pricing Capability as a Competitive Advantage in the International Performance of Startups: Case of Peru. Sustainability, 14(17). https://doi.org/10.3390/su141710703
Heriyanto, M., Fajri Febrian, A., Sugiarto, M., et al. (2021). Competitive Advantage in Small and Medium Enterprises (SMEs): A Systematic Mapping Studies. Management Theory and Studies for Rural Business and Infrastructure Development, 43(1), 77–89. https://doi.org/10.15544/mts.2021.07
Liozu, S. (2021). The adoption of pricing from an organizational perspective and its impact on relative firm performance. Journal of Revenue and Pricing Management, 20, 390–402. https://doi.org/10.1057/s41272-021-00303-4
Raja, J. Z., Frandsen, T., Kowalkowski, C., & Jarmatz, M. (2020). Learning to discover value: Value-based pricing and selling capabilities for services and solutions. Journal of Business Research, 114, 142–159. https://doi.org/10.1016/j.jbusres.2020.03.026
Tahat, I. (2023). Pricing Strategy and Firms Profitability. SocioEconomic Challenges, 7(4), 124–132. https://doi.org/10.61093/sec.7(4).124-132.2023
Vasyltsova, S. O., & Hasuk, M. O. (2023). Tsyfroviatsiia metodiv tsinoutvorennia dlia vyznachennia optimialnoi tsiny. Visnyk Natsionalnoho tekhichnoho universytetu "KhPI", Seriya "Ekonomichni nauky", 5, 71–74. https://doi.org/10.20998/2519-4461.2023.5.71
Voloshyn, A. V. (2019). Mizhnarodna konkurentospromozhnist ukrainskykh malykh ta serednikh pidpryiemstv. Ekonomika ta derzhava, 2, 120–123. https://doi.org/10.32702/2306-6806.2019.2.120
Osetskyi, V. L., & Marchuk, H. V. (2022). Osoblyvosti tsinoutvorennia na rynku ob’iektiv intelektualnoi vlasnosti v umovakh tsyfroviazyi ekonomiky. Efektyvna ekonomika, 5. https://doi.org/10.32702/2307-2105-2022.5.3
Puhachevska, K., & Lysenko, E. (2021). Adaptivne upravlinnia pidpryiemstvom v umovakh nevyznachenosti. Molodyi vchynyi, 9, 158–161. https://doi.org/10.32839/2304-5809/2021-9-97-32
Khaustov, M. M. (2023). Kh26 Startapy: stvorennia ta masshtabuvannia [Monohrafiya]. Kharkiv: FOP Liburkina L. M.
Tsymbal, L. I., & Kovalchuk, T. H. (2024). Adaptatsiia innovatsiynykh stratehii ta mizhnarodna ekspansiya biznesu v umovakh viiny. Biznes Inform, 4, 6–11. https://doi.org/10.32983/2222-4459-2024-4-6-11
"Shcho take tsinoutvorennia z 'charivnymy' tsinamy dlia SaaS?" (n.d.). PayPro Global. Retrieved from https://payproglobal.com/uk/vidpovidi/shcho-take-tsinoutvorennia-saas-charm/
Xia, B., Fung, R. Y. K., & Guo, J. (2018). Quality Investing and Pricing Strategies by Startups: Impacts of Demand Uncertainties and Capital Constraint. Discrete Dynamics in Nature and Society. https://doi.org/10.1155/2018/8302645
Zhang, Z., Ling, L., & Yang, F. (2021). Pricing strategy and campaign design in flight crowdfunding: A creative way to sell flight tickets. Naval Research Logistics, 68(6), 795–809. https://doi.org/10.1002/nav.21970

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster