Revenue and yield management: a perspective article

Purpose: This study aims to explain briefly the history and the future of revenue and yield management, offering a graphical visual model to identify the main internal and external elements to be faced by revenue managers. Design/methodology/approach: Stemming from what happened in the past, the authors predict the key elements in revenue management moving forward. Findings: The authors discuss four notable emerging themes for a fertile revenue management application: organizational culture; dynamic pricing, both in terms of intertemporal price discrimination and inventory controls; personalized pricing; and distribution channels. Originality/value: The paper offers informative knowledge to revenue managers and academics working in the area of strategic yield and revenue management.