The first and second decade of the 21st century brought about new
global economic and technological changes, which place pricing even more in the forefront of social and managerial considerations. It is enough to refer to three striking trends: 1) the global downturn of the economy resulting in a radical change of consumer behaviour, in increasing price sensitivity of the people; 2) the rapid economic development of the big emerging countries resulting in the clutter of goods and services on the world market with quite different cost structures compared to those of the advanced countries; 3) the
fast development of the information and communication technology making it possible for customers to compare the price offers of the different sellers and enabling sellers to implement more and more sophisticated pricing methods to make the comparison more difficult. The objective of this paper is to shed light to a new game played among sellers and buyers to get temporary result in obtaining bigger share from the ‘pie’ called by the economists as producers’ and consumers’ surplus. The game is referred to by the paper as ‘hide and seek in pricing’. The study intends to analyse the pricing behaviour of companies and consumers in this new setting.