Showing papers by "Gerard J. Tellis published in 2002"
TL;DR: Based on a review of the marketing, economics, and law literature, this paper developed a new synthesis of the field of bundling, which provides three important benefits: (a) clearly and consistently defining bundling terms and identifies two key dimensions that enable a comprehensive classification of the bundling strategies, and (b) formulates clear rules for evaluating the legality of each of these strategies.
Abstract: Bundling is pervasive in today’s markets. However, the bundling literature contains inconsistencies in the use of terms and ambiguity about basic principles underlying the phenomenon. The literature also lacks an encompassing classification of the various strategies, clear rules to evaluate the legality of each strategy, and a unifying framework to indicate when each is optimal. Based on a review of the marketing, economics, and law literature, this article develops a new synthesis of the field of bundling, which provides three important benefits. First, the article clearly and consistently defines bundling terms and identifies two key dimensions that enable a comprehensive classification of bundling strategies. Second, it formulates clear rules for evaluating the legality of each of these strategies. Third, it proposes a framework of 12 propositions that suggest which bundling strategy is optimal in various contexts. The synthesis provides managers with a framework with which to understand and c...
620 citations
TL;DR: In this article, the authors developed an analytical model that shows that the relationship between manufacturer advertising and retail price promotion depends on the role of advertising, and that advertising is informative enough to increase consumer response to retail promotions.
45 citations