Bundling strategies when products are vertically differentiated and capacities are limited / Mihai Banciu in Management science, Vol. 56 N° 12 (Décembre 2010)  

Public ISBD [article]  inManagement science > Vol. 56 N° 12 (Décembre 2010) . - pp. 2207-2223 Titre : Bundling strategies when products are vertically differentiated and capacities are limited Type de document : texte imprimé Auteurs : Mihai Banciu, Auteur ; Esther Gal-Or, Auteur ; Prakash Mirchandani, Auteur Année de publication : 2011 Article en page(s) : pp. 2207-2223 Note générale : Management Langues : Anglais (eng) Mots-clés : Vertical differentiation Limited resources Bundle pricing Mixed bundling Revenue management Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : We consider a seller who owns two capacity-constrained resources and markets two products (components) corresponding to these resources as well as a bundle comprising the two components. In an environment where all customers agree that one of the two components is of higher quality than the other and that the bundle is of the highest quality, we derive the seller's optimal bundling strategy. We demonstrate that the optimal solution depends on the absolute and relative availabilities of the two resources as well as upon the extent of subadditivity of the quality of the products. The possible strategies that can arise as equilibrium behavior include a pure components strategy, a partial- or full-spectrum mixed bundling strategy, and a pure bundling strategy, where the latter strategy is optimal when capacities are unconstrained. These conclusions are contrary to findings in the prior literature on bundling that demonstrated the unambiguous dominance of the full-spectrum mixed bundling strategy. Thus, our work expands the frontier of bundling to an environment with vertically differentiated components and limited resources. We also explore how the bundling strategies change as we introduce an element of horizontal differentiation wherein different types of customers value the available components differently. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/56/12/2207 [article] Bundling strategies when products are vertically differentiated and capacities are limited [texte imprimé] / Mihai Banciu, Auteur ; Esther Gal-Or, Auteur ; Prakash Mirchandani, Auteur . - 2011 . - pp. 2207-2223. Management Langues : Anglais (eng) in Management science > Vol. 56 N° 12 (Décembre 2010) . - pp. 2207-2223 Mots-clés : Vertical differentiation Limited resources Bundle pricing Mixed bundling Revenue management Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : We consider a seller who owns two capacity-constrained resources and markets two products (components) corresponding to these resources as well as a bundle comprising the two components. In an environment where all customers agree that one of the two components is of higher quality than the other and that the bundle is of the highest quality, we derive the seller's optimal bundling strategy. We demonstrate that the optimal solution depends on the absolute and relative availabilities of the two resources as well as upon the extent of subadditivity of the quality of the products. The possible strategies that can arise as equilibrium behavior include a pure components strategy, a partial- or full-spectrum mixed bundling strategy, and a pure bundling strategy, where the latter strategy is optimal when capacities are unconstrained. These conclusions are contrary to findings in the prior literature on bundling that demonstrated the unambiguous dominance of the full-spectrum mixed bundling strategy. Thus, our work expands the frontier of bundling to an environment with vertically differentiated components and limited resources. We also explore how the bundling strategies change as we introduce an element of horizontal differentiation wherein different types of customers value the available components differently. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/56/12/2207

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