Optimizing Service Sector Revenue through Real Options

This project outlines a new research initiative focused on revenue optimization in the service sector. It emphasizes how deregulation and technological change create uncertainty that firms must manage proactively. Real options techniques are proposed to help service firms make better pricing decisions under uncertainty. By treating strategic choices like financial options, firms gain flexibility to adapt as markets evolve. The work also integrates ideas from revenue management practices in airlines, hotels, and healthcare.