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
Citations
More filters
Journal ArticleDOI
Toward a General Modular Systems Theory and Its Application to Interfirm Product Modularity
TL;DR: The author builds a general theory of modular systems, drawing on systems research from many disciplines, and then uses this general theory to derive a model of interfirm product modularity, including testable research propositions.
Journal ArticleDOI
Bundling Information Goods: Pricing, Profits, and Efficiency
Yannis Bakos,Erik Brynjolfsson +1 more
TL;DR: In this article, the authors study the optimal bundling strategies for a multiproduct monopolist, and find that bundling very large numbers of unrelated information goods can be surprisingly profitable.
Journal ArticleDOI
The Supply Base and Its Complexity: Implications For Transaction Costs, Risks, Responsiveness, and Innovation
Thomas Y. Choi,Daniel R. Krause +1 more
TL;DR: In this article, the authors apply the literature on complexity to the supply base to facilitate better management of a supply base, and observe "complexity" as a key area of managerial consideration.
Journal ArticleDOI
The Role of Technology in the Shift towards Open Innovation : The Case of Procter & Gamble
TL;DR: In this article, the authors analyze Procter and Gamble's "Connect and Develop" strategy as a case study of the major organizational and technological changes associated with open innovation and argue that although some of the organizational changes accompanying open innovation are beginning to be described in the literature, more analysis is warranted into the ways technological changes have facilitated open innovation strategies, particularly related to new product development.
Posted Content
Strategic Bundling of Products and Prices: A New Synthesis for Marketing
TL;DR: Based on a review of the marketing, economics, and law literature, this article developed a new synthesis of the field of bundling, which provides three important benetits: clearly and consistently defining bundling terms and identifying two key dimensions that enable a comprehensive classitication of bunding strategies.