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
Understanding support for innovation in a large‐scale change effort: The manager‐as‐instructor approach
TL;DR: A large-scale organizational innovation, a cascaded training delivery strategy, at a Fortune 10 automotive manufacturer was studied to evaluate its overall impact and to determine possible predictors of support for the innovation as discussed by the authors.
Journal ArticleDOI
Impacts of Absorptive Capacity on Value Creation
TL;DR: In this article, the authors proposed an empirical research study among tourism small and medium enterprises to demonstrate that the extent to which firms can create and appropriate value, would highly influence their absorptive capabilities, and the underlying mechanisms that impact firms capability in appropriating and creating value through its participation in networks.
Journal ArticleDOI
Learning to build quality business relationships in export markets : evidence from Vietnamese exporters
Trang T.M. Nguyen,Tho D. Nguyen +1 more
TL;DR: In this article, the role of learning orientation in relationship quality between exporters in a transition economy, Vietnam, and their foreign importers was examined, and the mediating role of exporter ethnocentrism was investigated.
Journal ArticleDOI
Gestaltung hybrider Wertschöpfung mittels Architekturen – Analyse am Beispiel des Business Engineering
TL;DR: The intention of the paper is to identify requirements for architectures for hybrid value creation and to check these requirements by using the St. Gallen Business Engineering Framework.
Journal ArticleDOI
The One School Roomhouse: An Information and Learning Approach to Curriculum Integration
Earl H. McKinney,Charles J. Yoos +1 more
TL;DR: The one school roomhouse course as mentioned in this paper is a transdisciplinary metaphor that brings together three senior level undergraduate courses-marketing, strategy, and management information systems-to accomplish several general educational goals, namely reward and encourage students to discriminate and adapt, to take greater responsibility for their own learning, to learn teamwork, to communicate effectively, and to resolve ill-defined problems.