Product bundling consists of “the practice of package selling”. This practice, mostly studied by economists and marketing scholars, has significant implications for monopoly power, level of welfare and marketing strategies. In recent years, product bundling has gained in importance because, especially in the capital product industries, firms are moving towards the provision of integrated solutions that consist of services and products sold in a bundle and delivered as a unique solution. The objective of this paper is to shed further light on the implications for firm strategy of the practice of product bundling; this paper intends to build a theoretical framework that can be used to analyse firm behaviour in offering product bundling. The chief contributions of this paper are: (1) a critical examination of extant economic and marketing literature on product bundling, (2) the integration of insights gained from this literature into a comprehensive framework and single out implications for scholars and practitioners, (3) drawing some indications for further research.

Enablers, Outcomes, and Effects of Product Bundling: Towards an Analytical Model / Ceci, Federica; Prencipe, Andrea. - DRUID 2005, (2005), pp. 1-18. (DRUID Tenth Anniversary Summer Conference 2005, Copenaghen, DK, 27-29/06/2005).

Enablers, Outcomes, and Effects of Product Bundling: Towards an Analytical Model

CECI, FEDERICA;PRENCIPE, ANDREA
2005

Abstract

Product bundling consists of “the practice of package selling”. This practice, mostly studied by economists and marketing scholars, has significant implications for monopoly power, level of welfare and marketing strategies. In recent years, product bundling has gained in importance because, especially in the capital product industries, firms are moving towards the provision of integrated solutions that consist of services and products sold in a bundle and delivered as a unique solution. The objective of this paper is to shed further light on the implications for firm strategy of the practice of product bundling; this paper intends to build a theoretical framework that can be used to analyse firm behaviour in offering product bundling. The chief contributions of this paper are: (1) a critical examination of extant economic and marketing literature on product bundling, (2) the integration of insights gained from this literature into a comprehensive framework and single out implications for scholars and practitioners, (3) drawing some indications for further research.
File in questo prodotto:
File Dimensione Formato  
ENABLERS_OUTCOMES_AND_EFFETS_OF_PRODUCT_BUNDLING_T.pdf

Solo gestori archivio

Licenza: DRM non definito
Dimensione 317.81 kB
Formato Adobe PDF
317.81 kB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11385/60046
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact