Strategic Bundling of Products and Prices: A New Synthesis for Marketing

By Stefan Stremersch, Gerard J. Tellis. 2002

834 citations recorded by the source corpus.

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/0dfb72fb64ee5c4a9803a61617ccba1bfcf02fcf

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Citations in the corpus

Explaining behavioural intentions toward co-branded products (2007, methodology): “To this end, we use the Simonin/Ruth (1998) model and its replications (e.g., Baumgarth 2004; Lafferty et al. 2004).”
The design and pricing of bundles: A review of normative guidelines and practical approaches (2009, background): “(1996); Schmalensee (1984); Venkatesh and Mahajan (1993) Balance within a portfolio; variety-seeking A TV station or network selecting a subset of TV programs from a broader set of options Bradlow and Rao (2000); Farquhar and Rao (1976); Rao et al.”
The price does not include additional taxes, fees, and surcharges: A review of research on partitioned pricing☆ (2016, background): “For example, consumers react more favorably to a bundled price than to separate prices for each bundle element (Johnson, Herrmann, & Bauer, 1999; Stremersch & Tellis, 2002), which seemingly contradicts findings that PP can increase purchase intentions.”
Price-Based Global Market Segmentation for Services (2003, background): “Consequently, the error terms of each of the two price elasticity equations may be characterized by heteroscedasticity; that is, the magnitude of the equation errors may depend on the customer’s country of origin and on the number of the low (or high) offerings purchased by the customer.”
Selling Rooms: Hotels vs. Third-Party Websites (2011, background): “The OTAs also have the advantage of bundling, based on economics of scope, which reduces overall costs (Kim, Bojanic, and Warnick 2009; Stremersch and Tellis 2002).”
Markets as configurations (2011, background): “enforcing norms guiding “generally acceptable sales items and price carriers”, typical product and price bundling strategies (Stremersch and Tellis, 2002), or by creating symbolic representations of the market configuration’s performance such as market statistics.”
Definition, Measurement and Determinants of the Consumer's Willingness to Pay: A Critical Synthesis and Avenues for Further Research (2009, background): “From the standpoint of differentiated targets, service packages or bundles also offer an opportunity to capture heterogeneous WTP (Goldberg, Green and Wind, 1984; Stremersch and Tellis, 2002; Jedidi, Jagpal and Manchada, 2003).”