Pure components versus pure bundling in a marketing channel

• Autores: Marina Girju, Ashutosh Prasad, Brian T. Ratchford
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 89, Nº 4, 2013, págs. 423-437
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Highlights: [�] Channel interactions significantly reduce the retailer's incentives for bundling. [�] Examining consumer segments reveals how bundling can still be optimal. [�] PB* is a manufacturer strategy of selling a bundle that cannot be unbundled. [�] The manufacturer should prefer PB* over inducing the retailer to bundle. [�] Surprisingly the channel and retailer benefit when the manufacturer uses PB*.