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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Seon-Jin Bae,Bomil Suh +1 more
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A leadership model validation: Dimensions influential to innovation
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TL;DR: The authors examined the effect of joint versus separate visual presentation on consumers' product evaluation, and found that presenting products together facilitates mental imagery of the product consumption, which leads to greater perceived psychological ownership and higher product evaluation.
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An exploratory study and consumers' perceptions of e‐reverse bundling price in online retailing
TL;DR: The authors explored how brand reputation, benefits and word-of-mouth directly affect consumer perceptions in e-reverse bundling and found that diversity of product choice and e−reverse pricing directly affect consumers' perceptions and benefits.
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Coaching und organisationale Veränderungsprozesse – eine organisationstheoretische Betrachtung
TL;DR: In this article, the authors befasst sich mit der Frage, wie Coaching dabei als Personalentwicklungsinstrument unterstutzen kann.