Mining Customer Valuations to Optimize Product Bundling Strategy

2017 ◽  
Author(s):  
Li Ye ◽  
Hong Xie ◽  
Weijie Wu ◽  
John C.S. Lui
Keyword(s):  
Product Bundling

Multi-objective evolutionary product bundling

2021 ◽  
Author(s):  
Okan Tunali ◽  
Ahmet Tuğrul Bayrak ◽  
Victor Sanchez-Anguix ◽  
Reyhan Aydoğan
Keyword(s):  
Product Bundling ◽  
Multi Objective ◽  
Evolutionary Product

scholarly journals Output Commitment Through Product Bundling: Experimental Evidence

2011 ◽  
Author(s):  
Jeroen Hinloopen ◽  
Wieland Müller ◽  
Hans-Theo Normann
Keyword(s):  
Experimental Evidence ◽  
Product Bundling

scholarly journals Product bundling and advertising strategy for a duopoly supply chain: a power-balance perspective

2020 ◽  
Author(s):  
Sarat Kumar Jena ◽  
Abhijeet Ghadge
Keyword(s):  
Supply Chain ◽  
Price Competition ◽  
Market Size ◽  
Power Balance ◽  
Supply Chain Network ◽  
Product Bundling ◽  
Advertising Strategy ◽  
Advertising Effort ◽  
Total Profit ◽  
The Impact

AbstractThe paper studies product bundling in a duopoly supply chain network under the influence of different power-balance structures, bundling decisions and advertising efforts on total supply chain profit. Mathematical models comprising two manufacturers and a single retailer are developed to capture the impact of bundling policy and advertisement strategy under three power-balance structures, namely Manufacturer Stackelberg, Retailer Stackelberg and Vertical Nash. Following game theory models and numerical examples, the study found that the total profit of the supply chain is undifferentiated under the manufacturer Stackelberg and Vertical Nash case in the manufacturer bundling and retailer bundling strategies. However, total supply chain profit under manufacturer bundling strongly dominates under retailer bundling in Retailer Stackelberg and Vertical Nash, and remains valid under multiple settings of market size, price elasticity and advertising elasticity. It is also found that manufacturer bundling is significantly affected by advertising effort compared to retailer bundling. The study contributes to the literature interfacing supply chain and marketing by studying bundling policy and advertising strategy simultaneously for homogenous products, under various power-balance structures and price competition.

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