Open AccessJournal Article
Bundling--new products, new markets, low risk.
G D Eppen,W A Hanson,R K Martin +2 more
TLDR
Eppen, Hanson, and Martin this paper argue that the best approach is to treat bundles not as marketing gimmicks but as new products, and they offer seven guidelines for creating competitive bundles and a framework for implementing them.Abstract:
It has long been a marketing axiom that customers buy bundles of satisfaction, not products. It follows, then, that they'll respond to certain combinations of products and services--air conditioners with free installation, combinations of software packages, or season tickets with parking privileges. The difficulty is in devising the bundles that both appeal to consumers and give cost or demand enhancing benefits to the producer. Eppen, Hanson, and Martin argue that the best approach is to treat bundles not as marketing gimmicks but as new products. They offer seven guidelines for creating competitive bundles and a framework for implementing them.read more
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The asymmetric moderating role of market orientation on the ambidexterity–firm performance relationship for prospectors and defenders
Bulent Menguc,Seigyoung Auh +1 more
TL;DR: In this paper, the authors examined the relationship between ambidexterity and firm performance for two strategy typologies: prospectors and defenders, and found that market orientation should mitigate the negative effect of ambideXterity on firm performance.