Review paper
Pure Components versus Pure Bundling in a Marketing Channel
Abstract
This paper examines how channel interactions influence product bundling decisions by channel members. Specifically, what products or bundles should be offered, at what prices, and by which channel members, in equilibrium. To answer this, we analyze Stackelberg games between a manufacturer and retailer, with pricing and bundling as decision variables, under discrete and uniform continuous distributions of reservation prices. We find that selling...
Paper Details
Title
Pure Components versus Pure Bundling in a Marketing Channel
Published Date
Dec 1, 2013
Journal
Volume
89
Issue
4
Pages
423 - 437
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