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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Journal ArticleDOI
'How to learn to be adaptive?' An analytical framework for organizational adaptivity and its application to a fish producers organization in Portugal
TL;DR: In this paper, an analytical framework for studying organizational adaptivity is presented, which is applied to a case study of the ArtesanalPesca fish producers organization from Sesimbra in Portugal to empirically explore the relative weight of the factors contained in the framework and the relations between them.
Book ChapterDOI
A Conjoint Analysis-Based Procedure to Measure Reservation Price and to Optimally Price Product Bundles
Georg Wuebker,Vijay Mahajan +1 more
TL;DR: The use of mixed bundles where buyers have the choice to buy either the bundle or the individual items has recently become increasingly popular as discussed by the authors and is the so-called mixed bundling strategy (Guiltinan, 1987).
Journal ArticleDOI
Learning Teams and Virtual Communities of Practice: Managing Evidence and Expertise Beyond the Stable State
TL;DR: In this article, the authors present a case study of this effort including a description of how to use learning to change practice in social service organizations and social workers across the country to achieve the best outcomes for the people they serve.
Journal ArticleDOI
Optimal bundling under imperfect competition
TL;DR: In this paper, the authors examined the profitability of bundling for a two-product seller of differentiated products facing competition from a one-product rival in the presence of imperfect competition.
Journal ArticleDOI
Managing through Collaborative Networks: A Twenty-First Century Mandate for Local Government
TL;DR: Local governments face a conundrum; a structural decline in revenues concurrent with a complex environment where service responsibility must be viewed as multijurisdictional, multigovernmental, and...