Agile-oriented business diagnostics of pricing strategy effectiveness in marketing project management

Abstract

The relevance of this study is driven by the increasing dynamism of the market environment, rising uncertainty in consumer behavior, and the growing role of pricing as a key instrument for managing the effectiveness of marketing projects. Under such conditions, traditional approaches to evaluating the effectiveness of pricing strategies–primarily based on retrospective financial analysis–lose their ability to support timely and well-grounded managerial decision-making. The purpose of the article is to substantiate and develop an Agile-oriented approach to business diagnostics of pricing strategy effectiveness in marketing project management, based on the integration of financial, marketing, and behavioral indicators within short diagnostic cycles. The methodological framework of the study is grounded in systemic and process-based approaches to managerial decision analysis, methods of theoretical generalization and scientific abstraction, comparative analysis of traditional and agile management models, as well as business diagnostics tools and SWOT analysis. Conceptual modeling is employed to develop an Agile-oriented logic of business diagnostics for pricing strategies and to structure a system of indicators for evaluating the effectiveness of pricing decisions. The results of the study substantiate the feasibility of considering pricing as an adaptive managerial process implemented through successive iterations of testing and adjusting pricing hypotheses. An Agile-oriented business diagnostics model for pricing strategies is proposed, encompassing the formulation of a pricing hypothesis, the identification of target indicators, the implementation of a short diagnostic cycle, performance evaluation, and strategy adjustment based on feedback. A system of effectiveness indicators structured into financial, marketing, and behavioral blocks is developed, enabling a comprehensive dynamic assessment of pricing decisions. The conducted SWOT analysis identifies the key advantages, limitations, and conditions for the effective application of Agile-oriented business diagnostics in marketing project management.